Monitoring Social Networks

According Fortune Magazine, to figure out what the blogsphere is saying about your brand, you would have to pour through 350,000 daily postings on a staggering 20 million blogs worldwide. Daunting? Yes.

Be not afraid - just get out your pocketbook! As companies moblize to monitor social networks and word-of-mouth, they need to prepare to pay for buzz monitoring. There are a number of companies branching in to this arena. Check out this recent recent Fortune article profiles the type of functionality I discussed mentioned in my recent post about social networks and customer service.

The article highlights Umbria Research's technology for scanning the blogosphere for brand-related posts. The technology applies rules, assumptions and logic to categorize and profile brand-related feedback from the blogosphere at an incredibly fast rate. Umbria even claims to be able to approximate blogger profile data, including age/= and sex, in addition to classfiying comments based on tonal qualities, like scarcasm. Businesses can subscribe for Umbria's buzz reporting for roughly $60k, per year, making the service competitive and more affordable than some other competitors (Intelliseek, BuzzMetrics).

Resources: Adrants, via CNN, via Fortune.

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LEIGH DURST

LEIGH DURST
I’m Leigh Durst, a 20 year veteran in business, operations, customer strategy, ecommerce, digital & social media and marketing. Simply put, I’m a strategist that helps companies (start-up to blue chip) achieve business shift, create more compelling online and offline experiences. I also write, speak and teach about experience design and next-generation business. I’m a futurist, visionary, strategist, doer and connector with a passion for people and helping others. When I’m not on the road, you’ll find me in the San Francisco bay area, working, beaching it and hanging out with my family and dog.

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