What's a stream again?
Social Monitoring helps you track the social conversations that matter to you most in streams. Streams are the searches that HubSpot uses to monitor conversations on Twitter and display them in your Social Monitoring tool. Read this article if you want to learn how to create streams that monitor prospects. Prospects are the people that your company eventually wants to turn into leads, so it is important that you keep an eye on their behavior. If you are looking for the basics on creating a stream, visit this help guide.
What to monitor
Some things that are important to look for in streams include:
- What prospects read about your industry
- What prospects like and share
- Words and comments that are important to your brand
When creating a stream to monitor your prospects, monitor all of Twitter, use a Twitter list. or a HubSpot list of your subscribers, Prospects will by definition not be on any of your contacts lists yet.
Additionally you can search for prospects on Twitter directly from within HubSpot. If you find prospects that you are interested in monitoring, you may consider adding them to a Twitter list, so that you can monitor them in HubSpot.
Your marketing team can create streams that specifically monitor:
To gather new engage with your marketing team may want to:
- Create streams that monitor the activity of thought leaders in your industry when they mention certain terms
- Create streams that monitor the conversation around the words and phrases that are core to your brand
- Create streams that monitor your competitors to identify potential prospects
Follow these steps to create a new stream for monitoring prospects. In the following example, a stream is set up for a HubSpot marketer to monitor a specific Twitter list.
Create a new stream
Click on the Create stream (+) button on the top menu in Social Monitoring.
Choose whose tweets you'll monitor
Select either All of Twitter, A Twitter List, or a contacts list of subscribers or other unqualified prospects. For this example, we select Twitter List in order to monitor a list of prospects that we created on Twitter. To learn more about the different tweet monitoring options, visit this help guide.
Now you will add keywords that you want to monitor in tweets, and then set other filters as needed. You want to choose words that are central to your company and industry so that you can keep track of related conversations, so here we will add words like "marketing software" and "marketing automation." Then click on Show advanced search options, so that you can filter out certain accounts. If you are monitoring all of Twitter, you can require and exclude keywords as well.
If you find that your search is still too broad, try excluding more keywords.
Set email notification timing
After adding your email recipients, you have three options as to when the email will be sent: Immediately (as soon as results are found), at 8:00 am, or at 8:00 am and 4:00 pm. Make your choice.
Name the stream
Once you have selected a time, name your stream.
Create the stream
Click the Create stream button.
Now you can view your finished stream.
How to respond to Twitter conversations
To take advantage of the full power of streams, make sure that you respond to social media conversations.
You should try to:
- Share streams with your team
- Interact with prospects on Twitter
- Respond to what your prospects want, not what you want them to want
- Respond in a timely manner
Be consistent with monitoring your streams. Check them at least once a day.
Create content for prospects
If you create content around a particular topic, you'll give prospects a reason to follow you back on Twitter. This includes blogging and tweeting about a subject that is important to your brand and industry.
You can use streams for many different purposes. Here are some more examples of how you can use them.
- A college could use streams to monitor applicants’ conversations during the application process. This could be helpful for the college to track and respond to people’s questions, assist with deadlines, and provide support.
- If your company is hosting an event, you can use streams to monitor the response of attendees before, during, and after the event. It can also be used to make sure people know where and when the event is.
- A restaurant could use streams to monitor the response to their service and food, and they can also track recipes and trends.