You need to sort existing social media content based on keyword by location in order to determine what sites/networks will be worthwhile for your engagement. How do you do it?
You know that a specific social network is used in and around your physical location. You need to target users based on where they live.
Filtering keyword content from social networks by location via specific toolsets is a function of data filtering that has not been leveraged as much as other data filtering techniques within the industry.
One aspect of this issue is that data availability differs among each network; the types of information that we can see from a public view from each network varies. Another aspect of the issue is that, while some networks do publicly provide data with location attributes, toolsets have not progressed enough within the industry to sort data by this variable. (This post will focus on tools and methods that require minimal monetary investment.)
Hence, we have the opportunity to accomplish some aspects of tracking topical data by location via manual data collection.
Along with searching various platforms based on a specific key term, we can also be more proactive in the search by searching for terms that would only exist within specific regions. For example, we can search based on the terms associated with an industry event or product launch that takes place in our designated region.
- Search broad key terms and attempt to filter by location
- Search specific key terms that are only relevant to a specific location
In addition to the tools already being used within each region to find social media activity based on key term, the following options provide an outline of methods we can use to find relevant content by location. Each method has its own apparent advantages and disadvantages. Even so, these listening methods may help provide insight on the topics and platforms for which it will be worthwhile for us to engage within social media.
What do you use to filter social media activity and key word results by location?
SocialMention can be used to search for a specified key term among social platforms. While this tool is helpful with aggregating an overview of data from a bird?s eye view, it does not filter by location (like many other tools.) This tool is more helpful when searching is executed based on regional terms, regional product launches, and/or specific account usernames.
Google Insights (http://www.google.com/insights/search/)
Google Insights allows us to search based on key word and location. However, results are not provided with a distinction between social network and the rest of the web. By using this tool, we can get insight into weather people in specific regions are having conversations about our topics. We can then compare this information with overall regional activity within social networks to develop suppositions of worthwhile engagement platforms.
Twitter Advanced Search (http://search.twitter.com/advanced)
Twitter Advanced Search allows us to search the activity on Twitter based on multiple variables. However, the archive of data available for each search only dates back to 7 days. If this tool is used to find conversations based on topic, it is recommended that searches take place at least twice per week.
Facebook: Groups? and Like Pages (http://www.facebook.com/search.php)
LinkedIn: Groups (http://www.linkedin.com/myGroups)
VKontakte: Groups (http://vkontakte.ru/gsearch.php?from=groups)
Continuing with the idea of searching a platform via a term that is only relevant for a specific region, we can search and compile results of user communities within social platforms. Using the search functions of these networks, we can find relevant community groups. Start with broad terms and become more niche to see how results differ for your region. Language is also an identifier of region. Groups may exist in various languages based on your location.
We may also want to explore manual listing of influencers by region (if activity exists on Twitter). Tweepml allows us to filter by keyword, so if a specific event has a key term (or hashtag) associated with it, we can search via this term. So, if we have an event taking place in Brazil, we can find a common term or hashtag for that event, and add those users to our list(s) (either public or private) while also following them. Following those users will let them know that we have our presence established, and this activity will encourage those users to follow us as well. Much of the reciprocal activity is organic.
The key to this proactive activity search is to identify a commonality for each region, of which many times can be determined based upon events or product launches taking place within each region.