It is part of my job to read blog mentions of Google Alerts all day, and the same message keeps getting repeated: “Be sure to set up Google Alerts for your company and product names.” Sure that is important, but are you missing the most important part of the online conversation this way? When you meet people do you wait until they ask a question that is specifically about you before you say anything? Hopefully not. You need to listen to what people are interested in, and *join* them on this common ground. That’s the difference between a conversation and a response.
The same thing applies to social media monitoring with Google Alerts. Along with tracking your company and product names, you should also have alerts for any common terms in your industry, and breaking news events that will affect your customers. These will give you the opportunity to be a participant in social media, rather than being just an observer.
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