Using Social Media: Part 2 – Search Feeds

twittergoogleUpdate: I’ve edited this post to provide a more objective view of social media and how it can be applied.  

This is the second post in a 6 part series on using social media. In this second installment, I look at search feeds. 


Search Feeds

There are several tools that you can use to monitor your company. I previously wrote about Trackur, but I prefer to use search feeds via Google and Twitter Search – at least for now.  

I recommend using a reader to have a single place for reviewing your feeds through the day vs. having mutliple emails in your inbox.  

  • Online Reputation Management: With search feeds, this helps you to track mentions of your company throughout the Web, in blogs and Twitter. Depending on the content of the blog posting or tweet, consider commenting or tweeting back respectively. While the response may be a couple of hours or even a few days later, people appreciate that you have responded. It demonstrates that you’re listening to your audiences.

  • Competitive Intelligence: While you set up feeds for your company, also set up feeds for your competitors’. This way, you can stay on top of any media, blog or tweet mentions regarding your competitor. And when appropriate, participate in the converation with your company’s perspective or introduce your company to the blogger and twitterer.

  • Industry Trends: Set up searches for key terms within your industry. This will help you to stay on top of industry trends that you can share with your colleagues or uncover additional reporter/bloggers/twitterers within the industry.


Setting up RSS feeds with specific search keywords is an easy way to monitor your company’s online reputation while keeping tabs on your competition. The search results can also uncover new reporters and bloggers who may be interested in your company, further expanding your relationships with key influencers.

Other posts in the series:

Using Social Media: Part 1 – Microblogging

4 thoughts on “Using Social Media: Part 2 – Search Feeds

  • Pingback: Using Social Media: Part 6 – Measurement | PR Meets Marketing

  • February 5, 2009 at 21:20

    @john and @social – In many ways, RSS provides some interesting value for a company if used as part of a larger strategy vs. a distribution channel. And while Twitter gained popularity this year, one also has to consider the time factor too.

  • February 5, 2009 at 09:19

    I personally thought RSS feeds were going to take off in 2008. However, people seem willing to only learn a few new tools a year and RSS feed were put on hold in 2008 as twitter started to take rise and will continue to expand in 2009.

  • January 17, 2009 at 18:27

    rss feeds are important. I find that few people are a savy about this media.

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