Posts tagged as:

online conversations

What Happened To Saying Something Nice?

by Jason Falls · February 8, 2012

Social media has certainly given the power back to the consumer. But sometimes the consumer doesn’t do nice things with that power. While it could be a matter of perception (the overwhelming sentiment of most brands in online conversational analysis is positive), it certainly seems like the only time we take note of brand mentions online is when someone is whining or bitching about them.

AT&T is one brand that gets unnecessarily beaten about its head and face a lot online. I’ve never quite understood this, perhaps because I’m A) Practical in nature and understand technology messes up sometimes; and B) A fairly happy customer.

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Approaching Social Media Monitoring With Purpose

by Jason Falls · January 19, 2012

Social media monitoring is perhaps one of the most widely known and used social technologies among businesses large and small. Whether using free tools like Google Alerts and SocialMention.com or paid solutions like uberVu, Radian6, Sysomos or others, it seems listening as the most important function of a business’s efforts in social media has been successfully ground into our collective conscience. At least to those of us determined to implement good social media marketing strategies.

But social media monitoring is often thought of and implemented as a reactionary practice. Find the keyword mentions, then respond. Done. Smart companies know, however, that using social media monitoring as a proactive, business driver, can make the difference between being successful with your social media efforts and not.

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The Online Conversation: Burgers

by Jason Falls · March 14, 2011

I like cheeseburgers. While my typical flippant reference to affiliate relationships is silly and a fun way to disclose and make the FTC stay away from me, it’s true. But I got into a discussion with Lisa Joy Rosner at NetBase about the best burgers the other day. Then we both thought … NetBase is an online market research tool, let’s see what the web says about the best burger.

Because NetBase’s product, ConsumerBase, uses netnography and advanced language processing to pull insights and information out of online conversations, you can use it to drill down and find information (like preference, passion, buying intent and the like) that regular monitoring services don’t provide.

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Viralheat Makes More Social Media Monitoring Free

by Jason Falls · August 25, 2010

In February, we talked about social media monitoring newcomer Viralheat and how they were lowering the barrier to entry for social media monitoring by offering quality results at lower-than-typical prices. Now the rising start-up is doing even more to shake up the monitoring landscape by offering a top layer of monitoring results through its Charts feature to anyone … for free.

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Where Social Media Monitoring Services Fail

by Jason Falls · April 2, 2010

It doesn’t matter which social media monitoring service you use. None of them do what you want them to do. They’re good at doing part of the job, but not all of it. And sadly, they probably won’t ever be good at doing all of the job because you have to do it.

Social media monitoring, whether done with free services like Google Alerts and custom searches, SocialMention.com or even freemium versions of great tools like Trackur; or using paid services like Radian6, Sysomos, Alterian, HubSpot or Scout Labs, are all software platforms. They’re computer algorithms and search spiders that collect information and put it together in a place where you can find it. Some of them do a decent job of organizing and stacking and sorting all that data so you can hit a button and get a pretty chart or graph, too.

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Understanding Natural Language Processing For Social Media Monitoring

by Jason Falls · October 23, 2009

In our explorations of social media monitoring firms, one differentiating factor between services is often the ability to parse out sentiment and tone of online conversations found about your brand. This task is performed by sophisticated computer functionality called natural language processing (NLP). It’s not the sexiest topic in the world, but it’s a very important one for public relations professionals, marketers and brand managers to understand.

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