In the past it has been difficult to keep up with what is being said about your company. Before the digital age, the only way to find out what was being said about your brand was to overhear it or hire someone to get the scoop. With the Internet and advanced searching capabilities, acquiring the lowdown on your business is easy. For example, Google Alerts can generate some great information and regularly scanning online forums can prove to be helpful. Now, LinkedIn has developed a useful application to aide you in getting the skinny on your company.
LinkedIn’s “Company Buzz” application is a tool that displays real-time tweets relating to your company (or other search term). Also, the tool allows you to see historical plots of your search term and receive the most popular words associated with your topic. For example, if I searched “Folk Media” using the application, I would be able to see real-time tweets that included my search term, a graph of the history of “Folk Media,” and words that are associated with my search query, such as “awesome,” and “useful.”
In a nutshell, “Company Buzz” can allow for you to know what is being said about your company, product, or industry in an instant.
Adding “Company Buzz”
Installing the application is pretty simple. First, sign into your LinkedIn account and scroll over the “More…” menu at the top of the screen. Once the options have appeared, select “Applications Directory.”
After arriving at the Applications Directory, locate the “Company Buzz” application description and click on the title. On the right hand side of the screen you will see the “Application Info” section. Click the “Add application” button at the bottom of this section. (For the purposes of this walkthrough, it doesn’t matter if you display the application on your LinkedIn homepage.)
The Lay of the Land
After selecting the “Add application” button, the application should load. In the future, you can get back to this screen by rolling over the “More…” menu at the top of the screen and selecting “Company Buzz.”
Before we begin a new search, let’s take a look at the layout of the page. You will notice there are a few section on the right side of the page. The first section is the “Search” feature. As the name implies, this is where you would enter your search query.
The next section is “Followed Topics.” LinkedIn automatically displays these topics based on your profile settings. You will most likely notice your employers (both past and present) and educational institutions listed here. You can manage these topics by clicking the “Manage” link in the upper right corner of the section.
Below “Followed Topics” you will see “Buzz Words.” This is the section that will display the most common words associated with your search term. The last section, “Trends,” will display a graph of how popular your search term has been in the last week.
Putting it to Good Use
If you do not use another application or service to monitor your brand on Twitter, this is a great place to start. It is essential that you are aware of what is being said about your company, product, or competition so you can adjust your marketing strategy appropriately. There is a significant chance that Twitter users will complain or acclaim your product before major media outlets do so you want to be on top of the most recent results for your searches. Remember, the easier you can address any urgent issues, the easier it will be to put out the fire or fan the flame.
Eric Alpin is the Associate Editor of Folk Media and works for a telecommunications company in Baltimore, Md. He is a social media enthusiast, blogger, writer, and student with a passion for leadership and self-development strategies and techniques. Find out more about Eric on Twitter.
*Photo by: Brajeshwar