How to use single and multi word keywords?
Single word keywords
Single word keywords can be used to match a wide range of mentions. They tend to be more generic and so should be used with more generic Topics or in conjunction with multi word keywords and negative keywords to improve the accuracy of the Topic.
Multi word keywords
Multi word keywords can be used to drill into and improve the accuracy of Topics.
You should use multi word keywords with negative keywords exclude specific mentions from your Topic.