Just what is the Inbox vs. Monitoring?
The “inbox” is extremely much like the monitoring.
Here’s the distinction. The “inbox” is truly worried about remarks, tweets, re-tweets, posts, etc that it sees on our different social media accounts. Exactly what you choose to do with that remark is totally up to you depending on the circumstance.
The “monitoring” on the other hand is more like “google” as it is browsing the whole web for any posts, videos, tweets, and so on that point out the keywords you have setup in it.
There it is…inbox vs. monitoring…
Keyword Monitoring allows you to track how your site ranks in Google and Bing for the search keywords that are important to you. You can also get some additional information about your keywords, including how competitive they are (to rank well for), the average cost per click if you were to bid on them in Google AdWords, and the approximate search volume in Google for an exact query. You can access Keywords under the Search Marketing sub-section of Marketing in the navigation.
Social media is all about engagement. Because of this, it is the perfect tool for outreach marketing efforts. Outreach marketing is the practice of seeking out individuals or organizations that have a shared interest in what you or your company has to offer. Sometimes, it is used in conjunction with direct sales, but often times it is used for more larger goals such as branding.
Generally speaking, when planning an outreach marketing campaign online there are two main areas that are important to define before you begin; your target audience, and your method of engagement. Picking the right audience is vital to successful outreach marketing. Engagement is at the core of outreach marketing, the right type of engagement can make or break a campaign.
Defining keywords & audiences
When using social media monitoring tools for any marketing effort choosing the right keywords is an important step. When using social media monitoring tools to aid outreach marketing, choosing your keywords and targeting the right audience goes hand in hand. I like to break my keywords down into two sets, primary keywords and secondary keywords.
Primary keywords are terms that are directly related to the industry that you are in. For example, if you sell cat food, then you would use “cat food” as a primary keyword. You can expand on primary keywords by adding adjectives, such as, “dry cat food”, or “canned cat food”.
When choosing primary keywords, remember not to use your specific brand name. The point of outreach marketing is to target users that have never heard of your company before. Primary keywords are vital to finding the broadest base of audience. However, if you operate in a large ambiguous market, then you may need to refine your monitoring with secondary keywords.
Secondary keywords are still related to your market, but may not include your exact product descriptions. Back to the cat food example – you might want to refine your monitoring to “hungry cat” or “feeding the cats”. Using secondary keywords are useful at targeting your audience.