On my feed this morning, up popped a post that caught my attention, How to setup a Twitter listening post. Once I clicked through to the post, though, I was disappointed because there was actually no details on setting up an actual listener. Instead, I was simply met with a post on how to setup a Twitter account.
Setting up a Twitter account doesn't provide you any insight into what folks are actually saying about you, your brand, products or company. It only provides a means for folks to communicate with you through this unique medium.
How to Set Up Micro-Blog Listeners
To actually set up a ‘listener', you can simply go to Google and search for the term you're looking for (this twitter example shows a search for “microsoft ad” to twitter):
site:twitter.com "microsoft ad"
site:friendfeed.com "microsoft ad"
If you'd like to take a step further and actually react to folks communicating about you, your product, or your brand, set up a Google Alert to email you as it happens. As a marketing or reputation manager, I might even set up a text alert with Google Alerts and I would respond directly to the tweet.