(101 Introduction To Social Analytics+ 201 Boolean Mastery)

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201.3: Preparing Booleans For Different Use Cases

  Please watch the video, read the lesson below and take a quiz at the end of this lesson (bottom of this page).

Now that you know the components that make up a Boolean, and how to research and create your own query, this section will cover some of the best practices to follow when creating Booleans for various use cases.

Social listening tools are typically used to track mentions around 4 topic segments, as outlined in the chart below:

During the research stage of Boolean preparation, you learned about various keyword categories that can be included in your Boolean. We have categorised these into 3 keyword segments:


Keyword Segment Brand Keywords Situational Keywords Behavioural Keywords
Keyword Types ●      Brand Name

●      Product/ Service

●      Campaign

●      KOLs and Influencers

●      Social Movements

●      Industry Trends

●      Incidents

●      Locations

●      Timing

●      Action

●      Consumer Journey

●      Target Consumer

Brand Keywords

This refers to keywords around a brand’s name, products, services, marketing campaign, as well as influencers and key opinion leaders.


Keyword Type Keyword Examples
Brand Name Adidas, Nike, “#Puma”
Product / Service “Ultraboost shoes”, “#Ultraboost”
Campaign “#adidas2021campaign”, “#HaveABreak”
KOLs and Influencers “Serena Williams”, “#JustinBieber”


Situational Keywords

Situational keywords refer to keywords around a particular event or incident. These keywords are not specific to a brand or person.

Keyword Type Keyword Examples
Social Movements “human rights”, sustainability
Industry Trends fashion, snacking
Incidents “factory fire”, “product recall”
Locations “orchard road”, “ion shopping mall”
Timings breakfast, evening, christmas

Behavioural Keywords

Behavioural keywords refer to keywords that describe the characteristics and actions of people. These keywords are not specific to a brand.

Keyword Type Keyword Examples
Action “want to eat”, “i drank”
Consumer Journey “i purchased”, “going to buy”, “i downloaded”
Target Consumer “my son”, “my daughter”, “my child”

In the table below, we have summarised what type of keywords should be included for each topic Segment:

We’ve compiled some best practices to follow when researching and creating Booleans for the 4 topic segments. We’ll continue with the example of Sonya, a social analyst who works at Adidas.

Industry & Market Trendspotting

Case Study

Best Practices

  1. Research the top hashtags related to your topic of interest. These are most likely to be used on social media platforms when sharing content related to your topic.
  2. Be sure to include basic terms related to your topic of interest to broaden your Boolean.

Sample Boolean

(“#ethicalfashion” OR “#sustainablefashion” OR “#ecofashion” OR “#sustainableclothing”) OR ((sustainable OR “eco-friendly” OR upcycled) AND (fashion OR clothing OR apparel))

Consumer & Audience Insights

Case Study

Best Practices

  1. Research terms that the audience segment may exclusively use in their online conversations.
  2. Combine these terms with basic keywords relating to your topic of interest.

Sample Boolean

(“my child” OR “my baby” OR “my newborn” OR “#momlife” OR “#mumlife”) AND (“infantwear” OR “infant wear” OR “clothing” OR clothes)

Brand and Campaign Tracking

Case Study

Best Practices

  1. Include all campaign-related keywords, including basic terms and hashtags.
  2. If you are collaborating with influencers, ensure that their unique hashtags are included in your Boolean.

Sample Boolean

(“#adidassummercampaign2021” OR “#adidasambassador” OR “#influencerxadidas”) OR ((adidas OR “#adidassg” OR “@adidasSG”) AND (“summer campaign” OR “summer 2021”))

Crisis Monitoring

 Case Study

Best Practices

  1. Mentions around the incident may be described in different ways. Research how the situation is being discussed by searching for mentions on social media and news sites.
  2. Include any keyword variations from your research in your Boolean to ensure you don’t miss out on mentions.


Sample Boolean

(Adidas OR “#adidas” OR “@AdidasSG”) AND ((factory OR building) AND (fire OR arson OR burning OR explosion OR burnt OR flames OR exploded))


  1. 3 key components make up a Boolean
    1. Keywords
    2. Operators
    3. Location

2. When researching your Boolean, tools such as keyword suggestion sites and online translation tools can be used to get keyword ideas.

3. Download text editor softwares such as Sublime Text are recommended to help troubleshoot any errors in your Boolean

4.To ensure the mentions being captured are as relevant as possible, you should optimize your Booleans by either:

a .Applying exclusions using the NOT operator

b. Tightening Booleans with the AND operator

5. The 4 key topic segments that social listening tools are typically used to track mentions for include:

a. Industry and market trendspotting

b. Consumer and audience insights

c. Brand and campaign tracking

d. Crisis monitoring

6. There are three main types of keywords which can be included in your Booleans for various use cases

a. Brand

b. Situational

c. Behavioural