After presenting chapter eight from David Meerman Scott's Real-Time Marketing & PR today, there are several valuable things I've learned. Information and news sent into the blogosphere or tweeted follows a bell-shaped curve of interest. The real dynamic conversation happens in the first few hours or days of the news, so if you are first to join this, you will be influential and credible.
It's important to track what others are saying about you, so you can monitor this interest curve and respond to the news accordingly. This can be hard to do since millions of discussions happen all the time. Scott suggests four ways to do this:
1. Create a comprehensive list of search terms relative to your activities.
2. Use search engines!
3. Modify your search terms over time.
4. Monitor your search terms on Twitter!
Of course, you can't respond to everything that is out there. But it is important to respond to the influential leaders who create discussions and don't just have a lot of followers. Responding to negative comments can turn critics around too, so be sure to respond quickly to these comments and if you don't have an answer, admit that you don't. Saying this is better than silence!
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