Every search is likely to produce some irrelevant content. This noise, if not tackled, can put your data accuracy into question. The irrelevant content I mention can be related to stock market or financial reports, press releases, recruitment campaigns, promotions, games, and contests. It could also be more specific to your brand name...
For Solvay, our long history (we turn 160 years old in 2023!) creates many complexities in tracking the share of voice properly. Our famous founder who was also a philanthropist; Ernest Solvay, a mountain refuge in the Alps, the famous Solvay Conferences, a school, a town, and a family - all share the Solvay name.
If you are a large organization consisting of many acquired brands, those legacy businesses can impact your results. In 2011 Solvay acquired Rhodia, a global chemicals company. Rhodia became Solvay in all countries except Brazil. Today in Brazil, we're still using the legacy name. However, we also know of a French company called Rhodia Notebooks which is not related to our organization.
As you can see, there are many factors impacting our data collection and we needed to find a way to remove irrelevant content. Here’s what we’ve done.
How do you know if there is noise? A few technical tips
My first recommendation would be to do a broad brand search over the past month and take time to read through the results. One way to speed up the process is by using the word cloud. If you notice a word that does not fit, select that word and review the results driving it.
You can also begin to understand your brand conversation through alerts. Currently, we have a Slack alert set-up that when a Twitter user with more than 10k followers mentions Solvay, we are notified. This really helped us to begin to recognize where the noise comes from.
The next step is to create an exclusion keyword list, fuelled by the above tactics. A simpler action you can take is to remove stock market, financial reports, press releases, recruitment campaigns, promotions, games, and contests from your content*. Use keyword lists already in existence, or build one based on your experience or check out a few keywords Meltwater provided at the end of the article.
You have your keyword list started, now what? Hello, Custom Categories!
Custom categories are your new best friend. They are query-based filters that help you refine and analyze your search results faster. You can think of a Custom Category as a sub-filter applied to your saved search results. Because Custom Categories are features that can be checked on and off, you can use them across any or multiple saved searches.
We’re focusing on an exclusion keywords list today but this feature can also be used to analyze the results of your saved brand search from the lens of customer service for example. More on this here, if you’re interested.
It’s an always evolving project…
Even when you think you’ve captured all the ways someone can trigger an incorrect brand mention, you’ll be surprised to find it’s not complete. Even years later it’s a continuous process that forces regular reviews of brand conversation to ensure the numbers you report on share of voice or other brand related metrics are accurately captured.
Boolean Keywords provided by Meltwater*
Stocks (Banking & Finance)
(TSX OR "Toronto Stock Exchange" OR AMEX OR "American Stock Exchange" OR "S and P" OR "S & P" OR "S+P" OR "S & P's" OR "S+P's" OR "S and P's" OR "Standard and Poor's" OR "Standard & Poor's" OR "Standard + Poor's" OR NASDAQ OR "National Association of Securities Dealers Automated Quotations Systems" OR "quartely earnings" OR "quartely report" OR "quartely reports" OR "Q1 earnings" OR "Q1 earning" OR "Q2 earnings" OR "Q2 earning" OR "Q3 earnings" OR "Q3 earning" OR "Q4 earnings" OR "Q4 earning" OR "pink sheets" OR pinksheets OR "pink quote" OR "Pink OTC Markets" OR "Pink OTC Market" OR "stock price" OR "stock market" OR "stock exchange" OR "share price" OR ((share NEAR/20 price)) OR ((shares NEAR/20 price)) OR NYSE OR "New York Stock Exchange" OR NSE OR "Nagoya Stock Exchange" OR LSE OR "London Stock Exchange" OR FTSE OR ASX OR "Australian Securities Exchange" OR "quarterly figures" OR ETF OR "exchange traded fund" OR dividend OR dividends OR securitization OR dow OR "deutsche boerse" OR "dow's" OR dows OR "Quartalsergebnis Quartalsergebnisse" OR "Quartalsbericht Quartalsberichte" OR "Q1 Ergebnis" OR "Q1 Ergebnisse" OR "Q2 Ergebnis" OR "Q2 Ergebnisse" OR "Q3 Ergebnis" OR "Q3 Ergebnisse" OR "Q4 Ergebnis" OR "Q4 Ergebnisse" OR "Aktienkurs Aktienpreis" OR "Aktienmarkt Effektenmarkt Wertpapiermarkt Boerse Börse" OR "Boerse Börse Aktienbörse Effektenbörse" OR Aktienkurs OR ((Aktie NEAR/20 Preis) OR (Aktie NEAR/20 Kurs)) OR ((Aktien NEAR/20 Preis) OR (Aktien NEAR/20 Kurs)) OR Quartalszahlen)
sweepstakes OR "sweep stakes" OR savings OR discount OR discounts OR discounted OR coupon OR coupons OR deal OR deals OR free OR offer OR offers OR bogo OR "$" OR "free gift" OR "for sale" OR forsale OR "free shipping" OR "low price" OR "low prices" OR "list price" OR "pre-owned" OR printable OR promo OR promos OR promotion OR promotions OR promotional OR win OR voucher OR etsy OR "%" OR ebay OR "FREE w/ purchase" OR "free with purchase" OR "give away" OR "give aways" OR giveaway OR giveaways OR inventory OR "retail packaging" OR "sold buy" OR shipped OR voucher OR "who wants to buy" OR "you can win" OR "save up to"
amazon OR amzn OR "asking price" OR auction OR auctions OR bargain OR bargains OR bid OR bids OR bidding OR "best price" OR "best prices" OR bestbuy OR bestseller OR bestsellers OR "best seller" OR "best sellers" OR "buy it" OR "buy new" OR "buy used" OR "buy online" OR "clear out" OR clearout OR code OR couponz OR coupon OR coupons OR deal OR deals OR discount OR discounted OR discounting OR discounts OR ebay OR "for sale" OR forsale OR "free shipping" OR "FREE w/ purchase" OR "free with purchase" OR "give away" OR "give aways" OR giveaway OR giveaways OR inventory OR "low price" OR "low prices" OR "list price" OR "pre-owned" OR printable OR promo OR promos OR promotion OR promotions OR "retail packaging" OR save OR saved OR savings OR "sold buy" OR shipped OR used OR voucher OR "who wants to buy" OR "you can win" OR "your price"
job OR jobs OR j0bs OR j0b OR j0b$ OR job$ OR jobs4u OR 4hire OR hire OR hiring OR hireing OR hired OR apply OR applies OR salaries OR salary OR career OR careers OR role OR roles OR candidates OR candidate OR "starting salary" OR career OR careers OR internship OR internships OR interns OR employment OR employ OR employing OR employed OR employs OR "#job" OR "#jobs" OR "#employment" OR "im hiring" OR "i'm hiring" OR "job opening" OR "#jobposting" OR "top jobs" OR "new job" OR "#director" OR “#projectmanager“ OR "#medicaljobs" OR "project manager"