Join us on August 28, 2013 to hear our Director of Research and Analytics share how social media analytics can help companies identify and manage perceptions about their brand!
Everyone can cite a few of the latest public corporate “oops” moments that inevitably make the rounds on social channels. It becomes a punch line on late night shows and then generally fades into distant memory. But what if negative perceptions about a brand persist and begin to impact sales, partnerships and even stock valuation? Join this webinar to learn:
- How to identify where people are talking about your brand
- How to successfully analyze negative content that detracts from the brand
- Tips for leveraging insights to overcome negative brand perceptions
Mark Brandt, Visible’s Director of Research and Analytics, will address a case study showcasing a company currently experiencing a brand crisis. He will share how social media analytics can help companies monitor conversations about their brands, understand evolving issues and proactively manage brand perception.
Register today by clicking here
In the back of my mind I am quietly preparing for the future of what my social media monitoring experience might look like. I’m not talking about whether Google+ or Facebook will be the biggest site or if some other player becomes the social dashboard where we finally get a total view of all of our online social endeavors. I’m talking about things like the digital and physical worlds becoming even more connected—beyond location services on your mobile device.
What if my primary social site, I’ll call it futureBook+ for grins, integrated with my DVR to do predictive recording of television shows based on an algorithm that used my last 6 months worth of status updates, profile info and preferences of new connections I’ve made and reviews I’d written? That could open the door to new shows and movies I might have never thought to watch.
On Monday we were honored to be a part of the SXSW panel, “Social Capital: The Billion Dollar Digital Future” along with an esteemed group of panelists including Bill Parkes, EVP chief digital officer at nFusion, Richard Margetic, director of global social media at Dell, Zach Hofer-Shall, analyst at Forrester Research and our very own Mike Spataro, vice president of enterprise strategy.
Bill opened the panel presentations by defining social capital in the digital world as “the value derived from a person or a brand’s collective digital presence – including their social graphs, level of influence, and use of digital social networks characterized by trust, reciprocity, and scale.” He also outlined three forces driving it:
For a few years now, Social Media Monitoring has been a departmental activity, driven mostly by marketing curiosity about brand and competitors. Like almost everything else related to social media however, this is changing, and quickly. As more and more companies face the reality that social media is substance not fad, and Social Intelligence is more than just awareness of consumer sentiment, the enterprise is beginning to weigh in on the selection process for technology and vendors.
For a variety of reasons, the coordinated enterprise choice for go-to Social Intelligence technology will probably not be the same as the isolated departmental choice. For departments experimenting with social media, simplicity and price will often carry the day in the selection process; but for the enterprise, priorities are very different, with essential characteristics such as scalability, flexibility, reliability and integrate-ability, trumping more narrow departmental concerns. I’ll examine each of these attributes in an enterprise context.
When you hear the name MC Hammer, what comes to mind? For me, the rap song You Can’t Touch This immediately fills my head, and I start grooving to the beat …
My-my-my-my music hits me so hard makes me say oh my Lord
Thank you for blessing me with a mind to rhyme and two hyped feet
It feels good when you know you’re down
A superdope homeboy from the Oaktown
And I’m known as such
And this is a beat uh u can’t touch
Businesses want to extract value—relevant and actionable data—from the expansive pool of content that the social sphere provides. By evaluating the opinions that have been expressed—from the very positive to the very negative to every other relevant feeling or statement in-between businesses can identify trends and specific examples that can be turned into insight for decision-making. The aspect of opinion mining that has received the most attention is sentiment analysis, which is primarily used to track user attitudes about a specific topic or the opinions of a certain population.
Using technology to derive a “sentiment score” from the opinions expressed through user-generated content online can be extremely useful for organizations in evaluating a large data set of social brand mentions. It also can provide a straightforward way to segment and filter content based on positive or negative commentary. Sentiment scoring allows businesses to isolate the themes or issues driving consumer sentiment, and enables dynamic and illustrative reporting of trends and market reactions—or time-sensitive and reputation-threatening situations such as product recalls.
Last week I attended the Forrester Consumer Forum in Chicago. The event centered on the idea that only Empowered employees can successfully serve Empowered customers – also a main theme of research firm’s new book Empowered written by Josh Bernoff, Coauthor of Groundswell and Senior Vice President of Idea Development at Forrester Research and Ted Schadler, Vice President and Principal Analyst in Forrester’s IT Research Group. The event was full of insightful presentations from lead analysts and brands such as Vail Resorts, Kellogg’s, ESPN, and Southwest Airlines. Some of the key takeaways from these presentations were:
- EmpoweredCustomers are powered by:
- Smart phones and mobile devices
- Cloud computing and services
- Pervasive video
- Social media and technologies
I’m excited to share that Visible ranked number 22 on the Technology Fast 500™, Deloitte’s ranking of 500 of the fastest growing technology, media, telecommunications, life sciences and clean technology companies in North America. Rankings are based on percentage of fiscal year revenue growth during the period from 2005–2009. We’re honored to be on this list and congrats to all the companies who ranked including several other northwest companies such as Telanetix, Avalara, Trubion Pharmaceuticals, Isoray, PowerIt Solutions, WinShuttle, and Smarsh.