The really innovative thing about our brand monitoring tool is that it’s not based on the logic and rules of typical searching that humans have to learn in order to find the information they want — it’s truly based on what people are saying.

For instance, If you’re looking for information about who’s looking to adopt a new golden retriever puppy, adding a second “G” on “Dog” will get you much different results. If you’re not seeing the results you were hoping for, make sure to try different versions of the words or phrases. Chances are that the people you want to track and engage with are using different versions and spellings of the word too.