This is part 3 in a 6-part series detailing a simple process for developing a successful Social Media Marketing program based on the acronym L-I-S-T-E-N.

Part 1: L is for Listen & Learn

Part 2: I is for Interpret & Identify

What was the last ad you saw that solved a problem you had?

Or the last email that did?

The last tweet?

Better yet, when was the last time a company asked for your help in solving a problem?

If you’re anything like me the times this happens are few and far between.

As a result too much advertising interrupts us solving problems we don’t really have or, worse, just bombarding us with ‘we, we, we’ messages.

And it’s a shame really because what an opportunity we have as marketers in the digital age to find out what problems people have and involve them in the solution!  There’s probably never been a better time in history.

If you’ve been following along in our process for developing successful social media marketing, by now you’ve used the many tools marketers have today to listen in on the conversation.

And, based on that, you’ve identified the problem(s) your target market has along with the online communities where they congregate and the key influencers.

The third phase of the social media process – Solicit & Solve – solicits influencers – whether they’re current customers or potential customers –in solving the problem at hand. This is done by engaging them to find out their ideas, thoughts and preferences in creating a mutually beneficial outcome.

Sometimes the solution may be as simple as creating new content to speak to the need of a certain demographic. For example providing party hosts with a drink recipe app or, conversely, a blood-alcohol calculator to convince guests to take a taxi.

Other times a solution may be more complicated; changing your product to offer Moms a sanctuary in the middle of an indoor playground for example. Or, harder yet, asking an individual who had a negative experience with your product to participate in the resolution process so that the issue doesn’t occur in the future.

The goal of this process is simple: to solicit your customers help in solving the problem so that those with a good experience are even more encouraged to share it with their network and those with a negative experience, at the very least, don’t negatively influence anyone else with respect to the product or company or, best case scenario, become brand advocates and tell others how pleased they are with the solution.

So do yourself – and your customers – a big favour and base your Social Media marketing strategy around solving a core problem and solicit the communities help in creating the solution.  It’s a simple but rare approach that will make you more successful.

Next week: Testing & Tracking

Post from: Search Engine People SEO Blog

Solve A Problem To Achieve Social Media Marketing Success

SES New York kicked off with an excellent keynote presentation by David Meerman Scott (interview) followed by a panel on Digital Asset Optimization including Mark Knowles, Chris Boggs and myself. Richard Zwicky moderated.

The rising importance of optimizing one’s digital assets came out of Google and other search engines’ decision to start including information and file types from other sources than their main search index. Some queries trigger search results that go beyond web pages, MS Office docs and PDF files to include sources such as images, blog posts, news, video thumbnails, books and shopping.

While many SEOs were responding to the changed landscape of the Search Engine Results Page (SERP) and optimizing for other file types, many others were already optimizing holistically under the premise of, “What can be searched on can be optimized“.

Most companies are not wired to create the variety of content that can achieve top visibility on search engines. In most cases, search engine optimization efforts are focused on content and digital assets that are currently in place.  Being able to get more marketing impact out of existing content is as much a driver of digital asset optimization as it is a part of a holistic strategy that matches up with the opportunities presented by an ever changing search results page.

In the DAO session at SES New York I presented a historical perspective on digital asset optimization based on when TopRank  started writing about it in 2007. I also talked about the changed search landscape that now includes personal, real-time, social and mobile search. I also discussed the following TopRank 10 Step DAO Content Strategy:

Search & Social Media Keyword Research

Anticipating demand via search is traditionally handled by keyword research tools such Google’s tools, Bing or services like Wordtracker and Keyword Discovery.

As advertising and media placements can drive search, so can social conversations. Social media monitoring tools can help marketers conduct social keyword research as a compliment to search engine based keyword research.

Find out what key language and key topics are being discussed on the social web and you’ll have invaluable insight into content ideas that can provide value for both social media marketing and search engine optimization.

Analyze Search Results Landscape

The output of Universal and real-time search results are not persistent. For example, a search for a particular phrase one day might yield news and image results and on another day display only web pages.

It’s useful to monitor the search results landscape for keyword phrases that you’re after. Understanding the mix of data sources besides the main search engine index can help with the allocation of optimization resources.

If news and real-time results are most common, it may make more sense to focus on content promotion there versus images or video.

Define Buyer Personas & Buying Cycle

Understanding the needs of your customer is marketing 101. Search marketers are becoming more sophisticated in their understanding of customer profiles and developing personas to represent who you’re trying to attract via search is an important step in a content strategy.

Knowing what kind of content and what type of digital asset your customers will best respond to can improve effectivness at driving traffic from the search visibility you’ve achieved through SEO.

The buying cycle is another dimension that warrants attention to make sure you’re creating, promoting and optimizing content that is relevant to where your customers are in their search/research process. Broad concepts usually represent early stages of research versus more specific phrases which often indicate a buyer is closer to purchase.

Inventory Existing Content & Assets

With a more holistic SEO effort, especially one that will incorporate digital assets, it’s important to have a baseline understanding of what you have to work with. Taking inventory of your content and digital assets is something we’ve been recommending for over 3 years and it’s an essential first step.

Having an understanding of current content and digital assets can also uncover content that is ripe for re-purposing. A common example is video that can be deconstructed into multiple, short form videos, single images, transcribed into text or splitting the audio off into a podcast.

Develop an Editorial Plan for New Content

Understanding your search and social media keywords, buyer personas and the assets you have to work with will help identify what new content you’ll need to create.

Adopting the perspective of a publisher, not just a marketer, will help resource allocation, planning and goals/measurement for content creation.

For example, rather than just sending out a press release and publishing a blog post with a new product announcement, a company might, based on search/social keyword research and an understanding of their buyer personas, decide to create a resource page for journalists that includes links to relevant resources, a standard press release, images, PowerPoint, video, past media coverage, executive interviews, audio snippets, demo and appropriate media relations contact info. It would be made easy to bookmark or share this resource page as well.

The assets being linked to from the resource page would be hosted either on the corporate site, optimized of course, or hosted on 3rd party media sharing sites such as Flicrk, YouTube, SlideShare, DocStoc, PRWeb and others.

This provides a richer experience as well as numerous options for interaction. It also offers multiple, potential entry points into the resource page via search, since the optimized digital assets can rank in search results on their own and link to the destination content on the corporate web site.

Map Keywords to Content & Digital Assets

The functional process of implementing search/social keyword research is to map those concepts to the content and assets you have. This helps manage the initial keyword optimization process.

Mapping keywords to the editorial plan is also a useful guide for the future creation and optimization of content. Not only are web pages, images, video and other assets optimized for search, but optimized for customers.

Operationalize Content & Digital Media Creation with SEO

SEO and digital asset optimization are not one-time events. Keyword demand will change and of course, new content and media will be published. To ensure keyword optimization of new content, it’s important to incorporate SEO with established content creation and promotion processes.

That might be updating the corporate styleguide with SEO and keyword usage rules or it might mean making programming changes to the web site’s content management system to prompt content creators with keyword cues when adding text or other media.

Develop Off Page Digital Assets

The beauty of social content is of course, that it’s social! Sharing should be easy and encouraged. Hosting some digital assets on social media sharing sites such as those mentioned above (Flickr, YouTube, Slideshare, DocStoc) can introduce your optimized content to new audiences and attract both traffic and links. More relevant links mean better search engine visibility and web site visitors.

Promote/Syndicate via Distribution Channels

How will anyone know you have excellent content and digital assets if you don’t promote? Dedicate a fixed and persistent effort to developing social networks where your customers and influentials spend their time on the social web. Do the same with social media sharing web sites so that when you post a new video on YouTube for example, your network there can be notified.

Developing distribution channels for content will significantly improve reach and the likelihood of your content being passed on, shared and made socially popular. Email newsletters, RSS, Ping.fm and TwitterFeed services are good examples of content distribution services that help promote content efficiently.

Ongoing Measurement with Web, Social and Search Analytics

Search marketing professionals are well aware of the value from web and search analytics that measure search visibility performance as well as web site interactions and conversions. The importance of social media monitoring and analytics is also essential for a DAO Content strategy.

On the front end, social media monitoring tools can help you identify conversations and influentials that are meaningful to the topics and customers your marketing efforts are trying to reach. Social keyword research can in part, be accomplished by some social media monitoring tools. Those same tools are essential for measuring the social impact of your digital asset and social media optimization efforts.

A simple cycle would be one where you’ve identified new keyword topics beginning to buzz on the social web and taking that cue to create content. Promote that content through your social networks and use social media monitoring to track the effects of your content contributions to the larger conversation on the topic. Use web analytics to measure any increase in search based traffic based on the growing popularity and awareness of the topic based in part, on your contributions and social interactions.

With an Optimized Content Strategy, there’s good news and bad news.

The good news is that by following these 10 steps, a significant impact can be achieved in overall authority for the topics and keyword concepts focused on as well as the ability to attract new business, media coverage and employees.

The bad news is that it’s not easy. Making the commitment to serving customers with content and media on an ongoing basis, indefinitely without the initial ability to forecast ROI will make many companies say, “Great idea and it makes sense, but not for us.”

However, those companies that make the effort to really understand and implement these fundamental concepts are making an investment with a payoff that is very long term and with momentum, very signifcant. Some companies will be able to “come out of nowhere” and dominate their category by following these 10 guidelines for an optimized content marketing strategy.

Live blogging coverage of the Digital Asset Optimization session at SES New York was provided by:

• SEM Geek
• Outspoken Media
• Search Engine Roundtable
• AimClear

And this article on Holistic SEO with Digital Asset Optimization was recently posted on ClickZ

© Online Marketing Blog, 2010. |
10 Steps to Optimize Your Content Marketing Strategy |
20 comments | http://www.toprankblog.com

Según una investigación realizada por la agencia de relaciones públicas estadounidense Burston-Marsteller, más de un 79% de las 100 compañías más grandes del mundo según la revista Fortune 500, tiene algún tipo de presencia oficial en redes sociales.

Del total de empresas que utilizan redes sociales, el informe revela que Twitter es la principal herramienta 2.0 que utilizan, donde dos tercios de las empresas tienen una cuenta (65%), seguido por Facebook, donde la presencia se reduce a un 54%, mayormente compuesto por fans pages.

En menor porcentaje se encuentra presencia en canales oficiales de YouTube (50%), y casi en el mismo promedio es la cantidad de blogs corporativos que poseen estas empresas.

A pesar de que aún no se ha definido cual será la estrategia comercial a seguir por parte de Twitter (se especula con publicidad contextual o cuentas Pro de pago anual), las grandes compañías lo consideran un canal con alta efectividad y buen feedback tanto para generar confianza (cuentas para responder inquietudes) o para fidelizar (concursos y premios)

La investigación realizada entre febrero de 2009 y enero de 2010 muestra además que Estados Unidos y Asia son las regiones que agrupan un 25% cada una, de las compañias con presencia en las redes sociales mencionadas.

En este link se puede ver el informe completo de Burston-Marsteller.

Link: Las principales compañías del mundo se enganchan en las redes sociales (DirCom)

Un estudio de la Asociación Europea de Publicidad Interactiva revela que en España ya se dedica más tiempo a Internet que a ver la televisión. Para ser exactos, 13,6 horas semanales las dedicamos a navegar, mientras que un 13% del tiempo lo dedicamos a mirar la caja tonta.

Por horarios, entre las 13 y las 20 de la tarde la red reina por encima de la televisión, mientras que a partir de esa hora, la tele se adelanta hasta ir  por delante otra vez (en España la franja de máxima audiencia televisiva es de las 21 a las 00 horas). Los usos de internet en su  mayoría corresponden al correo electrónico y redes sociales (81%), y chat y mensajería instantánea (75%).

Los hombres de entre 35 y 44 años somos los que más utilizamos la red con fines profesionales. En general, más de la mitad de conexiones se realizan desde aparatos inalámbricos, y un 85% de los encuestados aseguran que el contacto con amigos y familiares es más constante si el interlocutor es usuario de internet, superando la media europea de un 71% en este caso.

A todo esto, en España nos encontramos a las puertas de la fase final, después de 5 años, de la implantación total de la Televisión Digital Terrestre. Si después de tanta calidad de imagen, tanta novedad, tantos canales, tanta interactividad y tanto adorno, Internet está por delante, lo que está pasando es digno de estudio. Pero ese ya es otro tema.

Link: Internet adelanta a la televisión como medio preferido por los usuarios españoles (El País)

Plenty of bloggers are talking about the inevitable intersection of social media marketing and search engine optimization. Heck, we’ve been blogging about SMO since 2006! Keyword optimized social content and channels of promotion provide abundant signals to search engines for improved visibility on standard, social and real-time search.

The changing nature of social media marketing and optimization create the need for tools whether for research, marketing and promotion or analytics. Here are 11 social media and SEO tools you might find useful:

• howsociable.com – Social visibility score
• knowem.com – Profile building tool
• Social Media for Firefox – Build a powerful social profile on social news & bookmarking sites
• semrush.com – Find competitor organic search rankings
• Google Insights – Keyword demand trends
• Page Inlink Analyzer – Analyze inbound links, their Delicious bookmarks & keyword tags
• majesticseo.com – Historical back-link tracking
• trackur.com – Social media monitoring
• socialmention.com – Real-time social search & scoring, social keyword research
• bit.ly – Search friendly URL shortening with analytics
• analytics.postrank.com – Track social engagement with combined Google & social analytics

Below are screen shots of each tool with a more detailed description of how you might use them.

HowSociable is a useful tool to quickly gauge the social presence of a particular keyword or brand name. Agencies like TopRank Marketing will use this kind of tool (customized) to take snapshots of customer social presence metrics for social media optimization programs. For each social site polled, you can clickthrough to see specific mentions.  This is a characteristic of more advanced social media monitoring tools, but for those that want a quick glimpse, HowSocialble is easy to use and the price is right, just like these free social media monitoring tools. However, if you want more comprehensive brand search and monitoring, then a paid social media measurement tool is worth the investment.

KnowEm is both a free and a paid service that will help you easily and quickly check whether your brand terms or other keywords have been registered as social profiles on a wide variety of social media web sites. Everything from blogging platforms to social news and bookmarking services are included. If you don’t want to complete all those profiles yourself, you can pay knowem to do it for you.  Companies invest a lot in building their brand, so this tool is helpful both for creating off site promotion channels as well as guarding against brand name squatters.

Social Media for Firefox is the only browser addon in our list and can be a handy tool to identify upcoming news items that are gaining popularity on certain social news and bookmarking services. A big part of building a more influential user profile is to be a consistent source of submissions for articles that become popular. This addon helps identify articles that are becoming popular on services like Digg, Reddit and StumbleUpon giving you a heads up to submit to other services.  The logic is that if a news item becomes popular on one service it has a good chance of becoming popular on others.  Relevance, timing and focus are key as is patience for this kind of tactic.

SEMRush is an interesting tool for identifying the keyword visibility, both organic and PPC, on Google for pretty much any domain name you might be curious about. Your own or competitors for example. A common question for marketers is, “What are my competitors optimizing for?”. This tool helps uncover that insight and in combination with other standard and social keyword research, can be very helpful insight in a social media optimization program.

Google Insights for Search is a handy tool to research trends in popularity of various keywords on their own or in combination.  Filters for search type, geographic location, industry or topical category and timeframe allow you to refine some pretty useful information about what’s in demand.

Eric Miraglia ’s Inlink Analyzer is a back link analysis tool based on Yahoo’s Site Explorer that not only counts and displays source links to a particular URL, but it also shows if the source links were bookmarked on Delicious and what keyword tags were used. This kind of insight can be quite useful for understanding the relationship between social keywords and link popularity. It would be nice if there was a CSV export option.

Majestic SEO is easily one of the most powerful and useful link analysis tools available. There is a free version that gives you link acquisition counts over time and if you are a site owner, you can get full reporting for your site once you validate it.  If you use the paid service, you can get the juicy link details on your competition.  This tools is useful for finding high impact links for standard SEO but it’s also useful for finding out which social media sites your site or competitors’ site are getting  the most links from.  Also, which of your own social destinations (blog, Facebook, Twitter, etc) are getting inbound links and from where.

Andy Beal’s Trackur service is a very easy to use social media monitoring tool that offers a free version that will satisfy many beginners in the social media optimization space.  Social media monitoring services are keyword based, (queries and negative or exclusionary) and that means some very useful information about how popular certain keyword concepts are on the social web. Of course you can use it to monitor what people are saying about your brand, identify a certain measure of influence and where they’re saying it. But seeing social keyword popularity trends can be quite useful for taking advantage of real-time marketing opportunities.

SocialMention is a free real time and social search tool that offers an array of search options (just blogs, just forums, just bookmarks or all) and output in the search results. You can get an indication of basic sentiment and the top social keywords associated with your query. As a free service, you don’t setup an account and save your search results, but you can easily download them into a spreadsheet. This is probably one of the most useful, free social search tools online.

Bit.ly URL shortening is very handy since they’re included as a default service on Twitter and many other Twitter applications. Bit.ly is rock solid reliable with uptime, which is pretty critical when you’re relying on their URL redirect to send traffic to whatever it is you’re promoting. You can also get basic statistics for each URL that your shorten to show how productive the site is where it was shared.  In today’s succinct social web with Twitter, status updates and micro-content, being able to conserve space with a reliable URL shortener is very helpful. Stats on top of that make this a “go to” URL shortening service.

PostRank offers a nice measure of engagement at the individual document level and if you pay attention, you can get that data on any web site in their database, not just your own. You can easily see what content on your competitors blogs are getting popular and where.  If you sign up for the PostRank Analytics service, you can incorporate Google Analytics data with social engagement metrics. These are essential comparisons in a social media optimization program and can help you understand where to plan your time on the social web.

This is really just the tip of the iceberg when it comes to SEO and Social Media Marketing tools. What low cost or free tools have you found to be effective for social media optimization tasks?

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© Online Marketing Blog, 2010. |
11 Free Tools for Social Media Optimization |
46 comments | http://www.toprankblog.com

Después de un tiempo he conseguido ponerme con esta tercera y última parte sobre un aspecto importante a la hora de abordar la Gestión de la Reputación Online, que es la monitorización. En el primero de la serie vimos una aproximación al concepto de Reputación Online; mientras que en el segundo abordamos algunos consejos a la hora de medir, algunas ideas sobre qué se puede medir y cómo optimizar el entorno disponible.

Así que hoy nos centramos ya en el meollo de la cuestión, que queda recogido de manera muy visual en la presentación que acompaña al post (tal como hicimos en el anterior), porque creo que es la mejor manera de explicar lo mejor de cada herramienta. Como ejemplo he utilizado los resultados de Innosfera, un evento mensual sobre innovación, promovido por la UOC, y que organizo junto a Javier Velilla y María Jesús Alonso.

En primer lugar, debemos plantearnos si utilizar las herramientas de pago disponibles (en ocasiones si contamos con presupuesto suficiente es recomendable), ya que facilitan la tarea de organizar todo en un lugar, obtener gráficos, etc. Existen muchas, muy especializadas en el Mercado anglosajón, como Radian6, Trackur (recientemente ha sacado una versión gratuita que os aconsejo probar), BuzzStream, Syntesio, Visible Measures…, y nos aburriríamos mencionándolas todas.

Como comentaba, tienen una importante carencia a la hora de monitorizar la web en español. En nuestro país existen también interesantes opciones como Smmart (de Cierzo Development), MambaIQ, la recientemente lanzada “Webrunner 2.0”, una herramienta que he probado y que es muy interesante debido a la amplitud de sitios que monitoriza y a su foco en la web en español.

Por otra lado, tenemos multitud de herramientas gratuitas disponibles en la web, que como tales demuestran sus carencias y no son perfectas. Sin embargo, la combinación de las idóneas nos proporciona excelentes resultados. Para optimizarlas, veremos una selección de aquéllas que muestran resultados aceptables y que permiten la suscripción a las búsquedas de los resultados mediante RSS.

1.- Elige tus “keywords” o listado de palabras clave que te permitan acudir a cada herramienta para realizar la búsqueda y gestionar la suscripción. Algunas ideas pueden ser:

• Directivos
• Empresa, filiales…
• Marcas, nombres de productos, servicios…
• Slogan (“la chispa de la vida”…)
• Competencia
• Sector
• Proveedores, clientes, socios, etc.

2.- Gestionar los resultados en lectores de RSS:

Como hemos visto lo importante es seleccionar herramientas que permitan suscribirse a los resultados de la búsqueda mediante RSS. Herramientas de lectura hay muchísimas, sin embargo, las más recomendables son:

• Google Reader: si creamos una cuenta específica para lo que queremos monitorizar puede ser una interesante herramienta. Aunque visualmente mucho más pobre que otras.
• Netvibes: una excelente herramienta para agrupar en un solo lugar y mediante widgets los resultados de cada herramienta que utilicemos.
• Feedly: una herramienta también muy visual y que tiene una ventaja, nos va discriminando los resultados de las fuentes que vayamos considerando menos relevantes.
• Yahoo! Pipes: uno de los problemas a los que nos vamos a hacer frente es la repetición de resultados, ya que muchas herramientas muestra resultados similares. Una adecuada gestión de Pipes nos permite optimizar los resultados y evitar repeticiones.

3.- Herramientas:

Para llevar un orden a la hora de gestionarlas y controlarlas, una interesante división sería:

• Alertas de Noticias
• Blogs
• Comentarios y conversaciones
• Social Media
• Marcadores
• Twitter

3.1.- Alertas de noticias: en este campo Google News Alerts es sin duda la gran referencia. Nos permite recibir alertas al mail o al lector de feeds (RSS), así como introducir otros parámetros de interés como frecuencia, tipo, longitud del mensaje, etc.

3.2.- Blogs:

• Google Blog Search: nos permite ordenar por relevancia o por fecha, así como establecer parámetros de búsqueda de publicación de resultados (última hora, últimas 12 horas…)
• BlogPulse: una excelente herramienta gratuita de Nielsen. En portada ofrece resultados centrados en EEUU, por lo que la parte que nos interesa es el buscador. Ofrece interesante opciones como gráficos, búsqueda en conversaciones, búsquedas por url concreta o por fechas…
• IceRocket: otra de las recomendables a la hora de realizar búsquedas en blogs (aunque también permite buscar en la web, noticias, en Twitter…) Podemos realizar búsquedas por fecha y por idioma, además en la opción “Results Trend”, nos muestra un gráfico sobre la evolución del termino elegido.
• Twingly: muy útil para buscar en blogs y en Twitter. Permite además agregarte la búsqueda a la barra del navegador, crear una alerta por mail o incluir un widget en tu blog con los resultados. Para realizar búsquedas en Twitter es muy interesante ya que amplia los resultados en el tiempo a mucho más de un mes como suele ser habitual en otros buscadores de Twitter.
• SocialMention: quizá una de las mejores para realizar búsquedas en la web social, no sólo en blogs. Sin embargo, la incluyo en este epígrafe porque es una de las que muestra un mayor número de resultados en blogs, así como otras opciones relacionadas con la búsqueda como “top keywords”, “top users”, “sentiment”…

3.3.- Comentarios y conversaciones: aquí analizamos las herramientas que nos permiten buscar en los comentarios de los blogs o en foros, en éstos últimos debemos emplear varias herramientas ya que ninguna muestra unos resultados óptimos.

• BlogPulse.
• Google Blogs.
• Backtype: específica para búsquedas de comentarios. No aporta muchos resultados, pero como complemento es interesante. Se ha renovado y también muestra resultados de Twitter.
• BoardReader: herramienta que nos permite realizar búsquedas en foros.
• Omgili: al igual que la anterior centrada en búsquedas en foros.
• BoardTracker.

3.4.- Social Media: aunque herramientas hay muchas y muy útiles, hemos elegido sólo aquellas que permiten la suscripción a los resultados mediante RSS o alertas.

• SocialMention.
• El buscador de FriendFeed: muy interesante, ya que nos muestra resultados de todos los servicios de la web social que añaden los usuarios a sus perfiles.
• Samepoint: muy útil para realizar búsquedas muy completas, ya que incluye resultados de LinkedIn, Facebook, Wikipedia, etc. Un consejo, tiende a mostrar resultados de EEUU, por lo que si introducís una única palabra hacerlo entre comillas para focalice en España (Ej.: “innosfera”)
• Ubervu: realiza búsquedas muy amplias, muestra gráficos… Permite la suscripción a los resultados mediante alertas de correo electrónico.

3.4. Marcadores: me parece destacable incluir este apartado aparte, ya que Delicious es una interesante herramienta para analizar la repercusión de tus menciones, cómo te etiqueta la gente, quién lo hace…

3.5.- Twitter: sin duda Twitter merece una mención aparte, por su implicación en la conversación, en la web en tiempo real… Entorno a Twitter tenemos miles y miles de herramientas y probablemente mejores de las que he seleccionado; en este caso hemos ampliado a otras que no posibilitan suscripción RSS, pero que sí nos permiten extraer datos interesantes de la conversación.

• Search.twitter.com: permite la suscripción de resultados por RSS y la búsqueda por idioma.
• Twazzup: a pesar de que no permite suscripción, es muy interesante porque nos muestra imágenes, noticias, usuarios… que tienen más relación con el término introducido.
• TweetVolume: Nos muestra gráficamente el volumen de resultados en Twitter de una palabra concreta, permite comparativas con varias palabras.
• Backtweets: una herramienta muy útil, ya que nos permite introducir una URL y ver qué tweets lindan hacia ella, aunque en el texto no aparezca una palabra clave que busquemos. Permite suscribirnos a los resultados mediante RSS.
• Trendistic: para analizar evolución de menciones a una palabra en concreto en el tiempo. Nos muestra resultados de la última semana, aunque en su home sí que analizan mucho más en el tiempo.
• TweetBeep: nos permite recibir en el mail una alerta cada vez que se menciona una palabra que seleccionamos en Twitter.

Ahora toca ponerse en marcha. Gestionar todos los resultados hacia nuestro lector de RSS y tener en un solo lugar toda la información disponible, de manera que no tengamos que acudir a cada herramienta cada vez que queramos buscar información sobre algo en concreto. Os dejo a continuación la presentación:

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Roberto Carreras trabaja como consultor de comunicación 2.0, además es profesor colaborador en la Universidad Antonio de Nebrija. Puedes seguirle en su blog, en twitter y en sus aportaciones en Yorokobu.