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1. Brandwatch Best Practices
Agata Dec
NOVEMBER 2015

2. Contents
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• The Basics
• Account Structure
• Queries
• Query QA Tips
• Rules
• Case Study
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3. The Basic Stuff
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4. The 5 Cs
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1. Cleanliness
 Don’t create things you already have or don’t really need.
2. Clarity
 Would you find your way if you never saw the account before?
3. Consistency
 Always go back and ask if new pieces work with existing setup.
4. Consideration
 Think about how your edits will affect others, especially in queries.
5. Consultation
 Get a second opinion whenever possible if you’re unsure.

5. Account
Structure
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6. Account Structure
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1. Plan ahead
2. By language or by country
3. Map out your queries & categorization
4. Define naming convention
5. Compare apples to apples
6. Think long-term

7. Query Creation
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9. Include or Exclude
Exclude?
• Profanities
• Coupons
• Promotions and sweepstakes
• Reseller posts
• Job listings
• Reviews
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Include?
• Campaigns
• Leadership
• Hashtags
• Owned content
• At mentions
• Links
• Owned sites

10. Things to Remember
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1. Start broad
If the brand is Hyatt or Samsung, you don’t really need context keywords.
2. The system doesn’t recognize special characters
“head & shoulders” is the same as “head shoulders”
3. - always means NOT
anti-aging without quotes means anti NOT aging. Use “anti aging” instead
4. Consolidate your boolean
“hair mask” OR “hair spray” OR “hair wax” vs. (hair NEAR/1f (mask OR spray OR wax))
5. Avoid redundancies
eye OR “eye cream” OR “eye serum”  eye covers it all
6. * doesn’t work in quotation marks
Instead of “eye serum*” use (eye NEAR/0f serum*)
7. Beware of the wildcard
cat*, eye*, cream*  hidden danger!

11. Things to Remember Continued
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8. raw: NEAR/x raw:
 raw: operator doesn’t work with NEAR/x unless combined with another raw:
9. NEAR is almost always better than AND.
 Especially in long form posts, AND is far too broad
10. Expect the unexpected.
 If you think that there is no one who would say thing X, someone definitely will.
11. Use different proximities for different context.
 Dove NEAR/5 men is very different from Dove NEAR/30 men
12. Quotation marks only belong with multiple words.
No need to use them with “garnier” OR “pantene”
13. Be careful with what you’re excluding.
 Are you sure you want to exclude ALL of the posts that have that one word?
14. Repeated word exclusions
 Very useful for eliminating spam ((dove NEAR/15f dove) NEAR/15f dove)

12. Rules
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13. Brand Context in Rules
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• One rule across multiple queries
• Just the core keywords, no brand keywords
• Good for unique rules, e.g. #s or campaigns
No Context
• One rule across multiple queries
• Core keywords + keywords for all brands combined
• More relevant for broader searches, such as customer
service
Collective
Brand
Context
• One rule per brand
• Core keywords + keywords for one specific brand
• Most precise search, useful for sentiment rules,
recommendations, etc.
Brand
Specific
Context

14. The Age Old Question
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15. Thank You!
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