LPP PR Recipes Series: Monitoring Social Media Conversations for Industry Trends
This holiday season, Lois Paul and Partners is bringing you a series of recipes to share the best ingredients and practices required to achieve great PR results. Subscribe to our blog to follow the series and connect with us on Twitter, Facebook, LinkedIn and Google+ for more social content and inspiration year-round.
- A Twitter platform (Tweet Deck, HootSuite etc.)
- An industry trend or breaking story
- One or more hashtags and search terms
- An industry expert
- A point of view
The first step to monitor social media conversations around an industry trend or breaking news story is finding any hashtags and other relevant terms. We’ve found this search is most successful using a Twitter platform like Tweet Deck or Hootsuite as they offer more robust search features than Twitter.com. Once you have the terms and hashtags you’re interested in, the next step is to set up column(s) on your Twitter platform, which will show you a continuously updating timeline of tweets that include these terms, eliminating most of the manual heavy lifting.
With a steady stream of information that reveals who is saying what about the specified topic, the next step is to develop your pitch. By analyzing the conversation you can determine what pieces are missing and how to position you client’s expertise and industry knowledge to fill that gap in a way that adds value and portrays them as a thought leader. This information allows you to create the meat of your pitch.
Now that the base pitch is ready, the next step is to identify the key journalists and bloggers that are taking part in the conversation or may be interested in this trend. For this, you can return to the column(s) you created earlier to identify targets or you can opt to reach out to journalists with whom you have previously established relationships. Once you know the targets, it’s time to customize your pitch based on what they have been saying about the trend as each journalist will have their own opinion and focus area.
Once you have identified your targets and customized your pitch, press the send button! If you have completed each step correctly both the journalist and your client will be able to help each other in furthering an exciting conversation about an industry trend or breaking news event and that’s something we can all be thankful for.
Make sure to keep your finger on the pulse, by revisiting your search streams in order to identify new breaking trends, Twitter Chats associated with your story that may provide a new forum for your client to get involved with, as well as new influencers to connect with as part of your outreach effort.