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Why The Hell Are You Following Me?

March 29, 2011 By Leave a Comment

You’re sitting at a table in a restaurant with a friend. You’re talking about cars and you mention the new BMW you just leased. A car salesman happens to walk past as you mention the word BMW. He grabs a chair and joins your table.

The two of you continue your conversation and after a while, the car salesman leaves the table.

That was a stupid scenario and would—hopefully—never happen in real life, but on Twitter, it happens all the fucking time. Car dealerships, affiliate marketers, online shops, those pesky “gurus”… They start following you after you’ve mentioned a keyword they’re targeting and they unfollow you once they realize you can’t be arsed to follow them back. The fact that the process is often automated makes it look completely stupid. After I reviewed the Audi A1 last year, an Audi dealership from Florida started following me on Twitter.

It’s good to monitor conversations that are related to your brand, your market or your niche, but please include a human being and human interaction in the process so you won’t look like a complete idiot.

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Social Business: Analysis – Part 1: Base-Lining

April 28, 2010 By 1 Comment

As announced last week, the Fundamentals series will start to get serious about getting into social business. The first phase of entering social business is the Analysis phase where we look at current position, assessing value and effectiveness as well as caveats and pitfalls.

In this post, we’ll look at base-lining, which is the idea of getting a basic feel of where you and your organization stand in the social media sphere. Base-lining consists of a series of assessments on:

  • People;
  • Presence;
  • Reputation;
  • Competition; and
  • Company

Let’s walk through each one step-by-step with actions to get you started.

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From SXSW: Monitoring Your Brand On TV With Livedash

March 31, 2010 By Leave a Comment

Analytics and measurement on the Web are all the rage and—from a traditional PR point of view—the number of square inches of print media coverage still matter as well. For television, this has always been a bit more complicated. You’d have to know and even then, you’ll need to acquire the tape. But what if you could monitor your brand’s mentions on TV in real-time?

While waiting in line for the Microsoft Techset party at SXSW, my buddy Jeff Mello and I met Patrick Riley and Matt Thomson from Livedash who built a great tool just for that.

What Does Livedash Do?

Livedash offers marketing analytics for televison by indexing US TV recordings to make them text-searchable. Just enter a term in the search box and it will return the mentions of the term on TV.

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Cross-Analyzing Customer Sentiment And Customer Segments

November 24, 2009 By 1 Comment

Cross-Analyzing Customer Sentiment And Customer SegmentsEarlier this month, we talked about sentiment analysis. In this post, I’ll dive into the topic of adding meaning to the numbers. Having a nice number of total positive mentions doesn’t have to be representative of how each customer segment feels about your organization, brand, or products/services.

Adding Up The Numbers

As discussed earlier this month, the most important thing to discern in sentiment analysis is the uniqueness of sentiment, i.e. whether the sentiments monitored/measured are unique to a person or is distributed through influence or virality.

Throughout this post, I’ll use the following example. A company has monitored the social web and has filtered out the unique sentiments that mention something about the company. A total of 5,010 sentiments were found. The company found 1,765 positive mentions; 2,357 neutral mentions; and 888 negative mentions.

From a totals perspective, this looks quite promising. When the neutral mentions are disregarded, the company gets nearly twice as many positive mentions as negative mentions. However, it’s time to put the numbers into perspective.

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Catalysts Of Content Distribution And Their Effect On Sentiment Analysis

November 12, 2009 By 1 Comment

Catalysts Of Content Distribution And Their Effect On Sentiment AnalysisThe content on the social web is a rich source of information for people and organizations. This content can also contain a certain sentiment related to you, your brand or your products/services. In this post, I’ll be discussing the distribution of content—based on influence, virality and discussion—and the monitoring and analysis of positive or negative sentiment.

Access

When someone posts content on the Web, people will have access to it. This is a matter of fact and relates to all content and isn’t necessarily restricted to social media content, e.g. blog posts, status updates or user-created videos. It becomes social once distribution of content takes place outside the original creator’s direct control.

Distribution

The distribution of content can have an impact on you, your brand or your products/services if there is a clear sentiment involved. Sentiment is generally classified as positive, negative or neutral. In this post, I’m omitting “neutral”, because it doesn’t carry an opinion and in some cases, can even be positive because it enhances awareness.

I’d like to reflect on sentiment through three catalysts of distribution:

  • Influence
  • Virality
  • Discussion

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