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Using the Right Content to Expand On Word of Mouth in Social Media: Part 2 of 4

Listening Tools for Building Online Conversations

Here are some great listening tools for conversations that are already taking place across the social media channels. There are numerous free and paid tools for listening for specific terms in social media.  Here are two great ones:

Google Alerts lets you monitor the web for interesting new content that you wish to know about.  You can also see a preview of the types of results you’ll receive on their site.  This free tool will send you daily emails of blog posts, news, tweets and more around any keyword you are following. Some great uses of Google Alerts include:

  • Keeping tabs on your favorite sports teams
  • Getting the latest on a celebrity or event
  • Keeping current on a competitor or industry
  • Monitoring a developing news story

Tweet Deck is an app that brings more flexibility and insight to power users by setting up a column to follow the conversation around a specific topic by using this popular Twitter app.

Radian6 and Sprout Social are examples of paid social media monitoring services for companies that need a more robust tool for a deeper engagement monitoring process.

So now that you have checked out all these sources and tools, you are ready to start blogging.  Blogging is a powerful method for engaging your customers and audience gaining both SEO (search engine optimization) and social media benefits. However, blogging around your keywords is essential for writing great content strategy. A great tool for developing blog content is Keyword Questions that can help you develop great content ideas from questions that people are asking. There are blog posts that explain recent changes to Keyword Questions and how you can use it for your own site. Another great tool is WordTracker Labs. If you are serious about search engine optimization, then this is a wonderful keyword research tool to help you get more traffic to your site and social media platforms. You can enter a keyword or phrase and it will return related questions people are asking at partner search engines.

Your content must be maintained to be successful and must grab the attention of your readers with great copy, memorable images and inspiring videos.  A great way to do this is by using headings and subheadings that really stand out. It not only helps the reader to ascertain what your post is about, but it also increases readability. Heading tags (e.g. H1 and H2) will also help with optimizing blog posts and social media pages for search engines.

The content you publish should be kept up to date in order to remain accurate, relevant and timely.  Here are some common content issues that creep up when you neglect to keep up with maintaining your content:

  • Inaccurate or missing meta-descriptions
  • Policy changes that may affect your content
  • Broken links within your content
  • Old, inaccurate or irrelevant content
  • Inconsistency with branding style

Provide a clickable link to the original site if at all possible when using someone else’s content – whether it is licensed directly or through fair use.  This helps your visitors find the original work and provides SEO benefits for the creator of the content and protects your site from being mistaken by the search engines as the original work.

Be sure to check back for next week’s blog post about some editing techniques to use for your writing in “Using the Right Content to Expand on Word of Mouth in Social Media, Part 3.”

DJ HeckesCEO & Author
DJ is CEO of EXHIB-IT! Tradeshow Marketing Experts and Full BRAIN Marketing and focuses on educating and training companies to significantly improve their small business marketing strategies. She also presents customized training programs for business marketing, social media, leadership and trade show marketing. | Facebook | @DJHeckes | More from DJ

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