- 09/05/2013

Ecommerce, Social

Why You Should Monitor Your Business on Twitter

One way to make sure you know how people feel about your business is to monitor conversations on social media.

It’s never been easier to find out how potential, current, and previous customers feel about you and respond, when necessary. The easiest social network to start with for social media marketing is Twitter. Here’s why you should use it, and how.

Why Twitter?

There are several reasons why Twitter is the easiest network to use in terms of social media monitoring.

  • Less people have protected accounts as compared to Facebook, therefore their status updates are publicly searchable.
  • You can actually search status updates. Facebook and LinkedIn have both recently disabled their status update search for an indefinite amount of time.
  • The user doesn’t need to follow you, and you don’t need to follow them, in order to reply.

What to Monitor

Thanks to the great search engine on Twitter, you can monitor practically anything you want. You’ll want to go beyond monitoring just the replies with your @username and search for status updates with your business/brand name, unique product names, and public figures related to your business like the company owner or a well-known spokesperson. If you were, let’s say Apple, you would monitor status updates mentioning Apple, iPhone, and Steve Wozniak. But hopefully, you have a company name that doesn’t double as a fruit.

How to Monitor

There are a few different ways to keep tabs on brand-related searches. First, you can simply save the search on Twitter itself. To do this, perform a search query using the search box at the top of Twitter, and on the results page, change the filter to All, and then use the settings wheel icon to find the Save Search option.


Each time you put your cursor in the search box, you’ll see your saved searches.


If you don’t have a Twitter management tool, you can also save these searches to your browser’s bookmarks bar for easy reference. In browsers like Chrome, you can put those searches in their own folder, right click on the folder, and then tell Chrome to open all of the links in that folder to see all of your searches.


Of course, the easier way to monitor your searches is to use a Twitter management tool like HootSuite. In HootSuite, you can save each search in a column and see the latest results all on one tab (or more, depending on how many searches you have. To setup a search in HootSuite, add a new column, select the Twitter account you want to reply with, and then click on the Search box.


Enter your search term…


Then rinse and repeat to get additional search columns. The result? Everything you want to monitor, all in one place.


What to Do With Mentions

So what can you do with any brand mentions you find in your monitoring? Here are some good strategies that can help your business.

  • Thank your fans. This can turn someone who just wanted to compliment you into a loyal fan.
  • Favorite tweets with positive mentions. You can later embed these on your website as testimonials for your brand.
  • Respond to customer service tweets. Show customers you are listening to them.
  • Diffuse angry customers. Offer to help people with their complaints. Even if you can’t, it will still show the public you care.

Measure Your Results

As you increase your engagement on Twitter, see how it helps your business by signing up for a free trial of SumAll and connecting your Twitter account along with other important accounts for your business.

Then look at your analytics to see if a boost in engagement also results in a boost in traffic to your website and sales. You might be surprised at what you discover!