What Is Search And Social Goldmine?

What differences are there in performing keyword research for search and social?

• I'm interested to see if people have different tools (or opinions) in addressing the conversational nature of Social Media versus keyword research tools commonly used for Search which offer more fragmented phrases.

• Answer:

  I think Quinten is right, if I understand him correctly. The main difference is in the mindset of the searcher and how they’re willing to engage with you. For example, in traditional search there is more of an opportunity to connect with customers on a transactional or commercial level. You have a service or product and you can assist them with their needs. Hence keywords around products, services and company credentials make sense. Social networks are a bit different. People don’t usually go online with a commercial transaction or intention to engage with a brand so marketeers potentially need to connect with customers in less commercial terms. So keywords around the hobbies and interests and pain points of your target make sense here. And of course your brand! This is a simplified answer that doesn't take into account how the two worlds are merging, but I think it's a good start for the purposes of keyword research.