Social listening has evolved tremendously over the past decade — and the next couple of years seem poised to present even more massive technological breakthroughs in the industry. In particular, marketers should keep an eye on these three areas — visual search, artificial intelligence, and blockchain. Visual search: Over the past two years, the technology behind searching for images without accompanying text has evolved faster than any other field within social listening.
Before anyone has had a chance to figure out their artificial intelligence strategy or augmented reality plan this year, along comes the blockchain to suck all the buzzword-filled air out of the room. But blockchain may have a bigger impact than anything marketers have encountered since the advent of the internet. Defining "blockchain" in 2017 is akin to defining the internet in the early 1990s.
When a crisis hits, how can you weather it? Rick Reed, a social media program manager and media psychology PhD at Intel Corp, has experienced his fair share of surprises — including a few that would test the mettle of any marketer or enterprise. However, when digital disaster strikes, Reed claims that social listening has been pivotal in helping him avoid pitfalls and achieve success during his nearly 20 past years with the company. According to Reed, the game is all about detection.
Muck Rack makes it simple to find people, tweets, or articles that mention any name, keyword, company, hashtag etc. We've compiled this guide to help you make the most of your search.
Selecting a term
Start searching tweets, articles from media outlets, articles mentioned in tweets, journalists'
names, titles and bios with some suggested searches:
Companies or Topics (e.g. iPhone, Microsoft)
Phrases (e.g. "cloud computing") — use quotes to keep the terms together
Twitter handles (e.g. @username) — returns those who have mentioned or replied to
Names (e.g. "David Pogue")
Hashtags (e.g. #sxsw, #london2012)
Bio details (e.g. vegan, Olympics, father)
Muck Rack's Advanced Search allows for many boolean operators.
Find results that mention multiple specified terms, use AND or
+. For example, ensure each result contains both Elon Musk and Mark Zuckerberg by
searching Musk AND Zuckerberg or Musk + Zuckerberg.
Use the operators OR or , to broaden your search when you'd like either of
multiple terms to appear in results. (This is the default behavior of our search when no operators
are used). For example, results will contain either cake or cookie by searching cake OR cookie or cake,cookie
Use NOT or - to subtract results from your search. For
example, searching Disney will yield results about the Walt Disney Company as well as Walt Disney
World Resort. To exclude mentions of Disney World, search for Disney -World or Disney
When using one of these operators with a phrase, enclose it in quotation marks. For example, you can
find results about smartphones excluding Apple's iPhone 4S by searching smartphone -"iPhone
Exact case matching or punctuation
If you're searching for a brand name or keyword that relies on specific punctuation marks or capitalization, you can
find results that match your exact query by adding matchcase: before the keyword you're searching for, like matchcase:E*TRADE .
Use parentheses to separate multiple
boolean phrases. For example, to find journalists talking about having fun in Disney World or
Disneyland, search for ("disney world" OR disneyland) AND fun.
An asterisk can be used to search for any variation of a root word truncated by the asterisk. For example, searching for admin* will return results for administrator, administration, administer, administered, etc.
A near operator is an AND operator where you can control the distance between the words. You can vary the distance the near operation uses by adding a forward slash and number (between 0-99) such as strawberries NEAR/10 "whipped cream", which means the strawberries must exist within 10 words of "whipped cream".