Why Mr Darcy Can Help You With Better Keyword Searches

Posted: February 27, 2012 in Social Media
Tags: , , , , , , , ,

Unfortunately for Mr Darcy at the turn of the 19th century, he wasn’t on Twitter.

He didn’t even have a smartphone. Well-to-do gents in the early 1800s were probably packing a Nokia 3210 with Snake and three polyphonic ringtones instead. If that generation had pulled their fingers out and got some social media apps happening, rather than spending their days walking really slowly around gardens and writing letters with feathers, Darcy might not have been quite so in the dark when Wickham started spreading bad stories about him.

His tall tales went viral – Elizabeth Bennet effectively retweeted Wickham’s wicked words to her sisters as they sat and sipped tea and again to her friends as they danced and dined at social occasions. Darcy’s reputation was being lowered all over town – and wrongly so – yet Darcy himself knew nothing about it for ages.

Thankfully, businesses, brands and local authorities today can metaphorically join the tea-party table wearing an invisibility cloak to hear the gossip and they can be present at every social event as a fly on the wall.

It’s a truth universally acknowledged that every single brand in possession of good public standing must be in want of a Twitter account.

That way, you can listen to what people are saying – good or bad – learn and act accordingly. However, if your business provides gardening services in Pemberley for example, don’t just sit back and wait for the questions and complaints to come in via mention of your @collinsgrassltd profile. Wickham didn’t pick up his quill and send a copy of his criticisms directly to Darcy. You also need to set up keyword searches which are likely to capture the intelligence – people talking ABOUT you or your general field.

Use Twitter, or columns in Seesmic, Tweetdeck or Hootsuite, to add terms like “collins grass” and “collins grass limited” to find people telling their friends “Hey, that damn Collins Grass Limited don’t tidy up after themselves.” Your staff normally do, so reply and offer to sort the issue! That conversation could have spread and spiralled without your input, putting prospective customers off. Now you have a chance to nip it in the bud and even turn it around.

Also, trying the two-word string of “gardening” AND “Pemberley” will let you know if people in the area are saying “Argh, can’t find a gardening service in Pemberley anywhere! Anyone know of any?” Yes – you do! So reply and tell them! How much does such lead generation USUALLY cost you?

Tools such as Twitterfall will also stream live and local mentions of any key words or phrases that you choose, immediately as they are posted. No need to wait for someone to tip you off by telegram or the arrival of a third cousin on a horse-drawn carriage.

Whether you are there, listening everywhere on social media or not, people WILL be talking about you. So be there.

If there’s predjudice about your business, Twitter keyword searches can help you restore your pride.

Look out for my next blog post coming soon.  It’s going to involve Paddy McGuinness off the telly.

  1. Sarah says:

    I really enjoyed this post! Nice way to put the point across about the real benefits of social media monitoring from reputation as well as lead generation points of view.
    You focus on Twitter but obviously you could expand your ears across the wider web – I occasionally use Addictomatic to get a broad overview of what’s being said about a brand or phrase at a given point in time (it’s an aggregator so looks at websites and social networks and blogs).

  2. Great post with helpful tips. Looking forward to the next one – will it be about Take Me Out, I wonder?

  3. Rod Cook says:

    Congratulations! Good post and made me smile a lot. Great way to explain social media. My mind boggles at what Mr Collins would have been tweeting!

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