TUTORIAL: How to customize your terms in the social media tool
In order to populate a feed of social media conversations that mention your company or relevant industry terms, you need to add terms to the tool that you'd like to track. HubSpot will automatically pull in the conversations that include these terms from Twitter, LinkedIn, blog comments, YouTube, and Yahoo Answers which will save you a lot of time.
Here's how to track specific terms across these social media channels:
1. Go to Customize Your Terms Tool
Go to the Social Media tool.
Select Social Prospects.
Click Customize Your Terms in the right-hand sidebar.
2. Add Keywords to TrackClick the Add Terms to Track button.
In the pop-up box, type in the term you'd like to track and click Test This Term.
The tool will test that term and bring in relevant conversations that have recently included the term you've entered. If you like the results, then click Add Keyword. If not, click Cancel.
Remember that the keywords you'll want to track in social media will likely be different than the long-tail keywords you'll track in Keyword Grader. These should be more broad terms, as very specific and technical terms won't be as likely to be mentioned conversationally in social media. Add at least 30 terms to your social media tool to start.
3. Refine your Social Media Keyword List
Some terms you should track might include:
- Your company name
- Your CEO or President's name
- Broad industry terms (e.g. social media)
- Broad problem-based terms (e.g. "how get more followers")
- Competitors' names
Just as with keyword research you want to periodically review and update the list of words you're telling HubSpot to track for you on social media. The quality of the content we find for you is completely dependent on the quality of the words you tell us to look for.
4. Periodically Tune Your Social Media Tool
5. Add Negative Keywords to Reduce NoiseIf one of your keywords is very relevant to your business, but is also related to a news story that is irrelevant to your business, you can negative match keywords so that any conversations about the irrelevant news story are not included in your social media feed.
To add a negative keyword, scroll to the bottom of your Customize Your Terms page and click Add negative keyword.
Then in the popup window, type in the keyword to negative match and click Add Negative Keyword.
If there's a keyword you entered into the tool that adds to much noise to your social media feed, simply delete that keyword by clicking the red delete button in that row. Instead, focus on the words that do generate relevant conversations.
6. Delete Keywords with Too Much Noise
After a few days, you'll start to see relevant conversations appear in your social media tool. Feel free to start engaging with these conversations now.
Next: How to engage in social media conversations using HubSpot
Struggling with your social media strategy? Contact a HubSpot Service Marketplace Provider to help or download a Social Media App in our App Marketplace.