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Today’s savvy PR experts are utilizing social listening and analysis for myriad purposes in the course of their day-to-day work – not merely during a crisis. Psychographic profiling, campaign analysis, competitive intelligence and reputation analysis are among the ways that PR teams are using social intelligence to help them be more nimble and effective in planning, executing and measuring programs.

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This weekend played host to the MTV Video Music Awards and the Emmys; it’s a bit of an unconventional schedule as these two events are usually at least a month apart. So with this Hollywood hubbub happening so close together I knew we’d be in for oodles of fresh water cooler fodder – What would the new VMA scandal be? Would the new Emmy host go too far? Would the people who won actually deserve it? Ultimately, which award show would come out the top topic?

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Did you know it is possible to combine your company’s privately owned content with the social intelligence data collected in the Visible Intelligence application?  Perhaps you would like to compare consumers’ text responses on a survey with comments on Facebook or Twitter about your recent product launch?  Or maybe you would like to upload conversations from your customer community site?

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sherlock holmes silhouette in studio on white backgroundLike many people, I love food.  Nothing compares to ordering that dish at a restaurant or cooking something at home that is suddenly your new favorite.  And there are times I want to share that information with the world.

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Visible-IntelligenceWhen new customers migrate from another platform to Visible Intelligence, they often come with a perception that you need to be a search expert to get good, relevant social data. Well, that is certainly not the case with VI, which can be used easily by novices as well as experts. In this post, I explain how easy it is to start crafting your own searches with little to no experience.

Imagine this scenario: Your boss just handed you a rush project. They want a report on what people are saying about your new product by Monday. You’ve never crafted a search and the person on your team that usually builds a search is on holiday until Monday. No worries. Here is how you can get the information you need yourself, with ease and in a short period of time.

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a-b-testing21Marketing folks, especially analysts and content developers, care deeply for the coveted A/B split test. Why? A/B testing provides a benchmark, establishing a stake in the ground as measured by the “control” and the effectiveness (or ineffectiveness) of an additional variable introduced into the mix. Marketers have been using A/B split testing for decades to measure, among other things, the impact that the variable has on open rate, response rate, click through rate, and other key measures.

At times, people will ask me how the Visible Intelligence platform can be used to fuel A/B split testing decisions, or just as importantly, how to measure the effectiveness of the test relative to the population or audience receiving the message. Here are three ways to do it:

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fireworksRun a search online for “What does the Fourth of July mean to you” and you will see real examples of how freedoms are exercised in social media as people share their thoughts in a variety of ways – some cheerful, some angry but, all in all, with a lot of passion. So knowing that the meaning of the holiday varies from person to person, I thought we should look at what unites people on the Fourth of July. Not surprisingly, many people are sharing what they are going to eat and how they are planning to spend the day. The results are interesting – and mouthwatering!

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usa-soccerSoccer, Futbol, or jogo bonito. No matter what you call it, the beautiful game has returned to the world stage. This World Cup comes at a time when viewers and fans are more connected via social media than ever before. According to Facebook, “Facebook’s data editors have never measured an event – sports or otherwise – that has topped a billion interactions.”

Foxbusiness.com reports, “The most-buzzed about event was the opening game between Brazil and Croatia with 58 million people generating 140 million interactions. 31 million people participated in the conversation surrounding Saturday’s match between Brazil and Chile, generating 75 million interactions.”

Some may argue that this might signal a growth in social media usage and belay recent speculation that Facebook may be losing users. Others may claim that it’s simply a result of the fanatical nature of futbol on a global scale.

Whatever the case, the massive amount of data that is being discussed on social channels surrounding the World Cup, at the very least, represents an opportunity for us as social scientists to dive into the data and understand what these billion or so fans of the world’s sport are talking about.

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nba_split1x_576x324Whether you’re a diaper dandy, a PTPER, or a fifth year senior tomorrow night, your dreams will either be achieved or dashed.

This year’s NBA draft is one of the most anticipated in the last couple of decades. Will there be a Michael Jordan, or a Hakeem Olajuwon? Well, that depends on who you ask.

Jerry West is quoted as saying:

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Ever wonder how to easily and consistently slice and dice through large amounts of content provided through your brand or topical searches? Want to find trends and meaning in a specific segment without creating a new search?

The answer may be in the creation of categories. Best part of all: you can start with the existing Visible-defined “Common Categories” library to jump-start your efforts.

First let’s look at how to define these powerhouses.   Then we’ll take a look at how to use them.

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