Comments on: “Listening” graphics have a long way to go

By: DR. WHAW? Sunday Digest – Week-ending October 25, 2009 « One true sentence.

Mon, 26 Oct 2009 01:48:15 +0000

[...] “Listening” graphics have a long way to go by Mark Schaefer — I’m all about measurement, but I have never claimed that the current [...]

By: DR. WHAW? – October 23, 2009 « One true sentence.

DR. WHAW? – October 23, 2009 « One true sentence. — Sat, 24 Oct 2009 00:43:15 +0000

[...] “Listening” graphics have a long way to go by Mark Schaefer — I’m all about measurement, but I have never claimed that the current [...]

By: Lil' Miss

Lil' Miss — Fri, 23 Oct 2009 20:38:58 +0000

LOVE the Jason Falls app. Now we’re talkin.’

By: Synthesio

Synthesio — Fri, 23 Oct 2009 16:05:04 +0000

Hi Mark,
We agree with you that the most reliable type of sentiment analysis that can be provided is carried out manually. Native knowledge speakers can give you a far better idea of how Internet users are talking about your brand, company, competitors, and industry than an automatic software program that cannot detect sentiments such as sarcasm or understand slang.
Also, thank you for the article about tweets by location, this is very interesting.

Best,
Michelle
@Synthesio

By: Frank Podlaha

Frank Podlaha — Fri, 23 Oct 2009 15:52:50 +0000

Stay tuned, I have a professional version of @LocalChirps coming out in a few weeks. It’s gonna help businesses track Twitter conversations in their community thru data mining tweets. Tag clouds, graphs, and charts will all be part of it. Wish me luck to unclutter the clutter.

Frank

By: Mark

Mark — Fri, 23 Oct 2009 13:43:46 +0000

@Bob — Jason Falls had an interesting post on work he is doing with one of his clients on just this idea. It is new technology that maps conversations geographically. Now THAT’S interesting! Here is a link to his post on this subject: http://bit.ly/3doARZ

By: Bob Batchelor

Bob Batchelor — Fri, 23 Oct 2009 13:10:29 +0000

Interesting post Mark! Thanks for starting the discussion. I see value in using these kinds of visuals to “educate” executives. Though I agree with you that more could be done by using innovative technologies.

For example, my brother is an expert in GPS mapping. He told me about the countless uses (beyond mapping) for the device and it got me thinking about how it could be applied to communications generally and social media specifically.

Perhaps using something like GPS (at least for mapping projects through an organization) would provide the kind of simple, “real-world” results that execs would value.

Just a thought…

By: Jody Pirrello

Jody Pirrello — Fri, 23 Oct 2009 12:51:25 +0000

I agree and I think there’s a big opportunity in this space. The monitoring tools of today are great content aggregators, but metrics, graphs/charts and insights are all still a manual process. As always it comes back to ROI – what’s your success criteria and how do you quantify it? And then, how do you communicate it in a useful way?

To a certain degree I think manual work will always be a part of the process. If we compare it to web site monitoring (similar category but more mature) we now get better data but the insights and determination of *which* metrics are important still comes back to good ol’ brain power and critical thinking.

A big part of the puzzle that’s missing in all this monitoring is connecting the dots. Social activity should be a part of overall eMarketing monitoring and analysis, including web site activity, online promotions, seo, ppc, etc. to get a full picture. I haven’t found a single tool that does this well yet although a few are attempting it. Until this happens we’ll need to connect those dots manually.

Having said all that I find it immensely exciting to be a part of it all. It’s a rare opportunity to be in the thick of something that’s changing so rapidly.

By: Joseph Fiore

Joseph Fiore — Fri, 23 Oct 2009 12:50:51 +0000

Most executives won’t have the time or patience to be “knee-deep” in the analysis.

I couldn’t agree more! As far as an online demo is concerned, I would encourage you or any of your visitors to tap me @RepuTrack and/or schedule a demo directly from our site.

Joseph
@RepuTrack

BTW: @Gregg, thanks for the video share – that is one cool video/message

By: Mark

Mark — Fri, 23 Oct 2009 12:37:46 +0000

@Joseph I’ve spent the past few weeks immersing myself in SM measurement demos. My frame of reference is blue-chip corporate America, so I’m looking for insights presented in the attention span of a corporate exec. Most of the presentations I’ve seen leave me thinking, “This is it? You’re kidding, right?” Most executives won’t have the time or patience to be “knee-deep” in the analysis.

I also think this is the most exciting and important work going on in marketing right now and the progress has been rapid. But it has a long way to go, naturally.

It’s great to have an expert weigh-in! When do I get to see your company’s demo? : )