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Twitter has definitely taken a hit in terms of popularity, but the social network still serves as a viable marketing tool. With the addition of its advanced search feature, Twitter has expanded its ability to implement new marketing strategies. The goal of advanced search is to refine search results and yield a better understanding of trends, behaviors and audiences. Twitter has clearly made it a priority to become a major player in search marketing.

With all these new applications being rolled out at once, let’s take a look at the best ways to implement advanced search. The interface is pretty cut and dry; separated into just four major categories: Words, People, Places, and Dates. Each category is broken down into sub categories that allow you to refine your search on a granular level. Using simple combinations of search subcategories can help you explore common search queries. Take a look at the breakdown here: twitter.com/search-advanced.

When using the fields, the key is to be a specific as possible because the more fields you fill out, the more specific your result will be. “All of these words” refers to Tweets that contain either words or phrases you are looking for. Be sure to use quotation marks when looking for phrases. “This exact phrase” is as easy as it sounds: simply include the phrase you are looking for. “Any of these words” is where its starts to get fun. You can include hashtags, @’s, or specific words that you may be searching. “None of these words” is similar to using negative keywords. Anything that you don’t want to show up will be included here. Finally, “Hashtags and Written in” are where you insert hashtags and languages in which you would like the searches to appear.

Another interesting feature included in Twitter’s advanced search is “People & Place Fields.” People Fields allow you to search for the specific account, things sent by the account, or mentions of that account. Including “email” will allow you to find any emails associated with that person’s account, making it a valuable tool for link building. As for “place fields,” this feature allows you to search a specific location broken down by area code, zip code, postal code, city, state, or country. Including a specific date range will help you refine your marketing strategies even further.

When maneuvering through the advanced search, it is important to keep Search Operators in mind. This is a list of shortcuts that will help you generate leads and specify your searches. Being able to remove Tweets that will narrow down your search results can be a tremendous asset. Use the following search operators while using Twitter’s advanced search: https://twitter.com/search-home#.

Market analysis is crucial for improving campaigns, and Twitter’s advanced search provides valuable insight on trends as well as your own marketing efforts.