Boolean Tips & Tricks
Building a Targeted Search for a Brand
To search for mentions surrounding only a segment of your business, you can build a targeted Boolean string.
For example, if you want to build a dashboard for Amazon Home Decor (not Amazon as an entire enterprise), you may build out something like this:
|"Amazon" AND ("home decor" OR "lighting" OR "furniture" OR "home goods")|
Creating Direct Competitive Comparisons
Competitive comparisons can be tricky if the companies do not overlap in all aspects of their business. In these circumstances, we recommend targeting only the overlapping part(s) of the business in your competitor’s search (see previous section).
For example, imagine you are building a dashboard for Netflix. One of Netflix’s competitors is Amazon, but you would not want to search for everything “Amazon” since they have several other business segments that do not compete directly with Netflix.
By narrowing the Share of Voice search to (“Amazon” AND (“Instant Video” OR “video streaming” or “instant videos”)) you are able to see a truly apples-to-apples comparison, because you are comparing Netflix (a video streaming company) to Amazon’s video streaming business segment.
IMPORTANT: If you are using an operator that searches a specific type of coverage (i.e. language, country, or mediatype), remember to apply those same operators to your Share of Voice searches so you are seeing an apples-to-apples comparison.
So, if our search for Netflix looks something like this:
|("Netflix" OR "Netflix's") AND (country:"United States" OR sourcelocationcountry:"United States")|
We may want our Share of Voice search for Amazon to look something like this:
|("Amazon" OR "Amazon's") AND ("instant video" OR "instant videos" OR "Amazon video streaming"~10 "Amazon’s video streaming"~10 "Amazon videos stream"~10 "Amazon’s videos stream"~10 OR "Prime Video") AND (country:"United States" OR sourcelocationcountry:"United States")|
The search above will yield all United States coverage that mentions Amazon (singular or possessive) and any of the following phrases: “instant video”, “instant videos”, “prime video”. It will also yield all United States coverage that mentions Amazon (singular or possessive) when it is mentioned within 10 words of the words (“video” and “streaming”), or (“videos” and “stream”). This is to account for mentions of Amazon Prime Video when the product is not directly mentioned. For example, it will capture mentions of “Amazon’s new video streaming platform” and “you can stream these videos through Amazon”.
Setting up an Earned Media “Competitive Analysis” Dashboard
To create an Earned Media dashboard, simply apply the “Press Release” filter to any dashboard to remove all paid coverage.
To apply this filter, go to: Edit » Edit Dashboard » Content Filters.
NOTE: The content filters affect all of the searches within the dashboard (including all of your competitor’s searches in the Share of Voice widget) so the data remains a truly apples-to-apples comparison of earned media.
Setting up a Target Publication Dashboard
Target publication dashboards are useful for narrowing results of a brand, industry, campaign, etc. to a specific list of media outlets.
Here is how you would organize your search if you were only interested in mentions of the “Summer Olympics” from the New York Times, Wall Street Journal, and USA Today:
|"Summer Olympics" AND site_urls_ll:("nytimes.com" OR "wsj.com" OR "usatoday.com")|
NOTE: You can also use a similar structure to exclude specified publications. For example, if you wanted to see all of Amazon Prime’s coverage in September 2015, except mentions from Consumer Reports, CNET, and any of the three major personal blog sites, you could search:
|("Amazon Prime" OR "Amazon Prime's") NOT site_urls_ll:("consumerreports.org" OR "cnet.com" OR "blogspot.com" OR "blogger.com" OR "wordpress.com")|
Creating an Industry Dashboard
Many of our customers use industry dashboards to gauge trending topics, gain competitive intelligence, find impactful articles to share and discover influencers. Unlike brand searches, where you often want to look at every mention, the key here is to find coverage where the industry is the core focus. Often, especially if your industry keywords are common, you may want to require that the terms appear in the headline, or multiple times in the body of the article. However, if the jargon is unique to your industry, it may suffice to simply require the keywords to show up once, anywhere in the article.
Here is an example of an industry dashboard for the frozen meals industry:
|title:("frozen dinner" OR "frozen dinners" OR "frozen meal" OR "frozen meals" OR "tv dinner" OR "tv dinners") OR (("frozen frozen frozen"~600 OR "tv tv tv dinner dinner dinner"~600 ) AND ("frozen dinner" OR "frozen dinners" OR "frozen meal" OR "frozen meals" OR "tv dinner" OR "tv dinners"))|
The search above specifies that “frozen dinner,” “frozen meal,” or “tv dinner” (singular or plural) must be in the title of an article for it to return. Or, an article will return if the word “frozen” or both of the words “tv” and “dinner” are mentioned at least thrice, along with at least one mention of “frozen dinner,” “frozen meal,” or “tv dinner” (singular or plural).
NOTE: The "near" operator treats the same term written x times as x mentions of the term (e.g. “festival festival festival”~100 means the word “festival” must show 3 times within 100 words of itself).