Quick Start Guide shows you how to set up keywords for social listening in MutualMind. It provides tips and best practices to get the best results from social listening while avoiding noise or unexpected results.

1. Keyword Setup Guide for Effective
Social Listening

2. Contents
 About MutualMind
 Monitoring Coverage
 Keyword Setup Guide
a. Listening Pyramid
b. Keywords Research
c. Setup in MutualMind
d. 7 Tips for Effective Keyword Setup
 Express Keywords – Setup, Examples, Best Practices
 Advanced Keywords – Setup/Editing, Examples, Tips and Best
Practices
 Exclusions
 Help and Support

3. About MutualMind
• Product – Social Media Monitoring, Analytics and Management
• Analyst Coverage by Forrester, Web Liquid, Butler Research and
more

4. MutualMind Capabilities
Social Business Stack by Altimeter Group

5. Monitoring Sources & Coverage
We automatically search for mentions of keywords in a campaign
across ALL sources listed above. Data collection process starts as soon
as you add a keyword to a campaign.
Blogs include blog posts, comments on posts, forums and other RSS
and non-RSS sources. Our blog coverage includes over 4 million top
blogs and feeds, review sites* (e.g. Yelp, Amazon, Trip Review) and Q
& A sites* (LinkedIn answers, Yahoo answers etc).

6. Keyword Setup Guide
• A successful social listening campaign starts with a well-
thought out list of search terms called keywords.
• Please refer to this blog post to learn more about ‘Social
Listening Pyramid’, an iterative process to improve results.

7. Social Listening Pyramid: 5 Steps
1. Initial Keyword Setup: You start listening for a theme or topic using an initial set of
keywords. These keywords could range from simple keywords to phrases to complex
queries with AND, OR, NOT operators.
2. Optimize Listening: You optimize the keyword setup in 2 ways: by tweaking the queries
to ensure that you are not missing any content of interest and by excluding irrelevant
results.
3. Filter, Sort and Search: In the third step, you work through the results using a
combination of techniques: filter on various dimensions (type of keyword, sentiment,
source, location and so on), sorting of results by say, influence level, and searching
for any particular term of interest.
4. Business Actions: Now that you have a smaller set of data to work with, you are ready
to take action. You may label this content using your own label (e.g. this data could
be of interest for a given product launch or this may be useful for market intelligence).
You can also respond to the conversations to engage with your target audience.
5. Refine Further: By this time, you have learned quite a bit about the quality of results
and you may want to refine your keyword setup to reflect that.

8. Keyword Research
• Start with some home work. Try the keywords in Twitter search to
get a quick idea of relevancy and volume of results.
• Depending on uniqueness of the keyword, you may need to use
multiple words and/or negative words to exclude irrelevant topics.
Single word keywords work for unique brands/topics (such as
Walmart, IBM).
• Using keywords with 2, 3 or more words helps to improve relevance
e.g. Target store, “Tide detergent”, Virgin Mobile “limited offer”.

9. Keyword Setup in MutualMind
• There are three steps for keyword setup:
1. Add keywords for brand
2. Add keywords for competition
3. Setup exclusions
• MutualMind supports 2 types of keywords: Express and
Advanced. In Express keyword you use keywords only
(with or without quotes), no Booleans are allowed. For
Advanced keywords, you can construct listening rules
using operators such as OR, AND, NOT etc.

10. 7 Tips for Effective Keyword Setup in MutualMind
Please refer to our blog post on keyword setup for additional information.
1. Keep in mind that search terms are NOT case sensitive
2. Use quotes for people names (“Dan Brown”) and non-unique brands such as “Park
Place”.
3. Use Exclusions (at keyword level using NOT or at campaign level using Exclusion
section of setup) to remove irrelevant keywords/terms, web sites and social
accounts. Review results to make sure everything is working as expected.
4. Avoid abbreviations such as SIM, TTS etc as they mostly result in unexpected and
irrelevant results (refer to keyword research slide!)
5. URLs – use the main domain name to match variations of URLs e.g. “verizon.com”
will match www.verizon.com as well as internet.verizon.com/help
6. Order of keywords is irrelevant for keywords without quotes, but needs to be EXACT
for keywords within quotes (“verizon fios” is NOT the same as “fios verizon”)
7. Boolean operators (AND, OR, NOT) are ONLY allowed for Advanced Keywords,
they should not be used in Express Keywords. Here’s an example of incorrect
syntax for express keyword: verizon AND fios

11. Getting Started
Add Keywords to your campaign.
You can add keywords for your Brand
and for Competitive Intelligence.

12. Setting up Express Keywords
When you are finished,
Click on “Done” to go
back to campaign
overview.
❶
❷
Enter keywords one at a time with
or without quotes – do not use any
operators such as AND, OR, NOT.
Click on Add.
The keyword s that you add appear
on the right side (Existing Brand
Keywords). You can delete a
keyword from the existing list.
To edit a keyword, delete it and
then add the desired keyword.

13. Express Keywords: Examples
What Examples How it Works + Best Practices
Single word Verizon
#GoRedForWomen
@tmobile
Will match occurrence of the keyword. Best results
when the keyword is unique e.g., walmart or #CPR.
Single keywords are likely to bring in noise so use of
exclusions is recommended.
Multiple words verizon customer service Matches the occurrence of ALL words appearing
anywhere in the content, not necessarily together or
in any order. In general, relevance increases with
number of keywords used but the volume of results is
lower. Use just enough number of keywords to get
relevant results without missing results.
Keywords with
quotes
“verizon fios”
“haynesboone.com”
“haynes & boone”
Strict match: the phrase inside quotes will be matched
exactly. Useful for people/company names, URLs,
keywords with special characters or punctuation.
Keywords with
and without
quotes
verizon internet “fios tv” Matches the combination of : verizon AND internet
AND the exact phrase “fios tv”. Useful for improving
relevancy of results and reducing noise.

14. Setting up Advanced Keywords
❶
❷
You need to enter a Name for every Advanced Keyword.
Then enter search terms in the Keyword field. You can
use advanced operators: AND OR NOT. Always use the
operators in CAPS.
The Advanced keywords can be edited after they are
created.
When you are finished,
Click on “Done” to go
back to campaign setup

15. Editing Advanced Keywords 1
Hover over a keyword
and click on “Edit” icon
to make changes to the
Advanced Keyword

16. Editing Advanced Keywords 2
When you are finished,
Click on “Done” to go
back to campaign
overview.
❶
❷
Go to ‘Campaign’ and hover over an Advanced Keyword,
then click on Edit icon to edit the search term.

17. Tips for Advanced Keywords Setup
• Remember that order of keywords needs to be exact for keywords
within quotes (“verizon fios” is NOT the same as “fios verizon”)
• Use NOT for keyword based exclusivity e.g. verizon NOT (tv OR
radio)
• Use parenthesis for grouping words e.g.
– “verizon fios” AND (tv OR “internet special” OR phone)
• Common mistake: Not using the parenthesis can result in
unexpected results. In the expression below, results will include just
the word phone or tv.
– “verizon fios” AND tv OR “internet special” OR phone

18. Advanced Keywords Setup: Best Practices
What Examples How it Works + Best Practices
Use of
Operators
Verizon AND (fios OR fiber
OR optic)
Will match one or more occurrences of the keywords
verizon fios, verizon fiber or verizon optic in a content
item, without regard to order of keywords. Best
results when the keyword combinations are unique.
Phrases within
quotes, NOT
“verizon fios” AND (tv OR
phone OR internet) NOT
(dsl OR copper)
Strict match: the phrase inside quotes will be matched
exactly while content with NOT phrase will not be
matched. Useful for people/company names, URLs,
keywords with special characters or punctuation.
Proximity
Specification
“verizon fios”~5 Proximity specification is applicable only for (a)
Advanced keywords comprised of 2 or more words
within quotes (b)followed by ~n where n is a positive
integer greater than zero immediately after
Important: The order of words within the phrase
should match the order of words in content e.g.
Matches: Verizon provides good fios service
Does not match: fios service by verizon is good

19. Global Exclusions
❶
❷
You can exclude results based on 3 criteria:
1) Keyword e.g. “plastic bag”
2) URL - source website e.g. craigslist.com OR link in
the content
3) Twitter account (screen name): makecash
❷
❸
In addition to using NOT operator for individual advanced keywords, you can use
campaign “Exclusion Filters” which apply to ALL campaign results. Choose from 3
types of exclusions: keyword, website, twitter account

20. Help and Support
• Click on “Help and Support” button on the right side of any page
• Go to: http://support.mutualmind.com/

21. For More Information
• Professional Services are available
• Check out our online FAQ and read our blog:
http://www.mutualmind.com/blog/tag/release-notes
• Email us: support@mutualmind.com
• Call us: 866-525-5523