VoxTrot Sheds Different Light On Social Media Monitoring

May 19, 2009 · Comments

Jason Falls

Jason Falls

Jason Falls

I caught up with my Twitter buddy Mike Troiano at the Inbound Marketing Summit in San Francisco recently. Mike is on the board at Crimson Hexagon, a web applications company in Boston that has its philosophies based on Harvard research and theories. When I asked about what they were up to, Mike told me about VoxTrot, a soon-to-be released social media monitoring product that looks at gauging online conversations a bit differently than other tools like Radian6, Scout Labs and Techrigy.

Instead of trying to explain it myself, I thought the subject might be good for another edition of SME-TV so Mike could offer up a more intelligent explanation of the service.

To my knowledge, VoxTrot has not been fully released. You can see a demo of it here. You can also reach out to Mike or the folks at Crimson Hexagon to find out more.

What do you think of the approach Mike explained? Does it shift the metric in the monitoring world or just offer a different take? Your thoughts? Comments!

Tagged as: Crimson Hexagon, measurement tools, Mike Troiano, ROI of Social Media, Social Media, Social Media Monitoring, VoxTrot

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  • Again- anyone from Crimson Hexagon listening who can tell us what kinds of data they are basing the theme analysis on? Is it mostly blogs?
  • Sorry for the delay, Margaret, it's been a long day.

    Our data set includes blogs, twitter, forum messages, flickr, youtube, and a handful of other data sources. And it very much works "in the wild."

    More: http://www.crimsonhexagon.com/product/
  • I will be very interested to see this product function in the wild as opposed to a controlled and groomed demo. This kind of analysis is usually the results of a combination of human effort and technological tools, but we have not yet seen it come to market in a truly automated way. I would also be interested to know what data the analysis is based on- anyone from Crimson Hexagon listening in on this thread who can comment?
  • Thanks for this post Jason. Some much needed features there.

    I think big companies and brands will see tremendous value in VoxTrot, given the sheer volume of conversations about their brand/products. A theme-based analysis will provide insights - both into prod dev as well as community mgmt.

    Smaller companies and startups might not require such an advanced tool (I'm assuming such mathematical, analytical sophistication comes at a price!)
  • An amazing tool. Going to be a game changer, I bet.
  • I think this is a terrific tool. As more companies add community managers to their staff, it certainly would make that person's life a lot easier. I will look forward to learning more about VoxTrot.
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