How Brands Should Approach Their Analysis of Social Media Mentions
December 23, 2014
The article titled Analyzing Social Media? You’re Doing it Wrong on CMS Wire investigates the tendency of some brands to approach social media without fully understanding context. This means not just scratching the surface, recording the number of mention on a given social media site like Twitter and whether they were positive or negative, but finding out what the conversation about your brand is really like. The article explains,
“Understanding important attributes within conversations, such as perceptions of cost or pricing, levels of customer satisfaction… and opinions of quality, actually help brands understand how they are positioned in the minds of consumers. Many of the more advanced social intelligence platforms operate on a flexible query language, some allow users to create custom filters…Customizable filters and theme detection are of course the easiest, however, with some ingenuity, queries can also be adapted to uncovering deeper context”
This sort of information can then allow for the brand to react in a way that is actually more fully formed and based off of a more accurate perception. While some people are doing this incorrectly, others in the Next Generation Information Access game are not. This might be the more important point for people active on social media to consider about who is listening.
Chelsea Kerwin, December 23, 2014
Sponsored by ArnoldIT.com, developer of Augmentext
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