I think we can also testify to the importance of listening — whether to your customers in the store, on blogs, or in the social media realm. Earlier this month, Twitter announced they have 145 million registered users — yeah, that’s a lot of chatter taking place. In order to avoid wasting time, it’s important to make sure you are listening to and interacting with a relevant audience — namely, the people in your city or surrounding towns.
Here’s a little How-To on how to listen to those around you using Twitter’s Advanced Search and Hootsuite (a Twitter client that I absolutely love!)
Twitter Advanced Search:
1. Go to search.twitter.com and click Advanced Search
2. Choose the words you want to search (maybe: food, lunch, hungry, etc…know your audience!)
3. Choose the place: your city or somewhere near by and then choose a radius – THIS IS KEY
4. Click search. Once the results come up, click on the upper right side of the page and bring that search into an RSS feed. This will save you LOTS of time!
1. Create a new feed
2. Use the search feature and put in the keywords you want to monitor. If you want to search food, lunch, you’ll put food OR lunch in the search query.
3. Find your geocode. It’s important to listen to those in your area, so start with your restaurant’s location. Type that address into http://geocoder.us/. Once you have the geocode, you’ll go back to Hootsuite and paste it into your search query.
4. The end result looks like this food OR lunch geocode:##.####,#######,25km
5. The 25km is the radius you want to search from your location.
Executing a social media plan will take time, but it doesn’t have to be all-consuming. By narrowing who you are listening to, it enables you to interact with people who are physically close to your restaurant. These are the people you want singing your praises and ultimately coming into the restaurant. It will also give you valuable insight into what people in your town or community are looking for or interested in. So get local and listen to what your neighborhood is saying!