Tom H. C. Anderson - Next Gen Market Research™autodesk maya v2015 win64iso fl
adobe flash cs3 professional indir
adobe audition 3.0 crack chomikuj
excel vba programming for dummies kindle
adobe photoshop cs6 extended mac amtlib.framework
nik software sharpener pro 3.0 review
autodesk maya 2011 serial
descargar adobe illustrator cs6 y crack
corel coreldraw graphics suite x5 crack x32x64
adobe creative suite 5 design premium digital classroom download
microsoft windows 8 professional 64 bit full activated
adobe premiere elements 10 youtube
digital painting in photoshop cs6 tutorials
adobe audition cs6 noise gate
intercambios virtuales vmware workstation 9 linux
adobe creative suite 5 web premium upgrade from cs4
autodesk autocad architecture 2012 sp1
chief architect premier x5 core libraries download
adobe illustrator cs6 keygen only
sony vegas pro 12 32 bit 4sh
autodesk 3ds max design 2011 descargar
descargar crack para el nero 8 ultra edition 8.3.6.0
eset smart security 5 username and password email
autodesk maya 2013 hardware requirements
adobe indesign cs5 keygen mac download
descargar adobe acrobat 3d gratis espaol
microsoft works 9 repair
microsoft office word 2007 download installer
filemaker server 11 advanced espaol download
microsoft expression studio 4 web professionalwindows
autodesk autocad 2013 lt service pack
nik softwares new hdr efex pro
sony sound forge 10 demo
adobe photoshop elements 10 rolling back installation
adobe illustrator cs5 download ita gratis
microsoft office project professional 2007 trial product key
ashampoo magical snap 2 test
adobe premiere elements 12 crack dll
microsoft visio professional 2013 product key crack
xin key adobe presenter 9
download software adobe audition 3.0 gratis
microsoft office 2007 enterprise blue edition iso
lynda com javascript essential training 2011 jgtiso part1 rar
autodesk sketchbook designer 2012 download crack
microsoft office home and student 2013 software
adobe illustrator cc download with crack
sony vegas movie studio hd platinum 12.0 build 576
chief architect premier x6 crack download
adobe audition cc free download full version
microsoft digital image suite 2006 gratis
amtlib.dll crack for adobe acrobat xi pro
tuneup utilities 2008 registration key
adobe premiere pro cs5.5 family serial keygen
adobe after effects cs4 projects free download
free templates for adobe dreamweaver cs3
corel paintshop pro x5 ultimate coupon code
sony vegas pro 12 best render settings for youtube 1080p
adobe creative suite 6 master collection mac xforce
ashampoo cover studio 2 mac serial
microsoft windows 8 professional 64 bit english download
microsoft visual studio ultimate 2012 x86 rtm final sp1
adobe creative suite 5.5 master collection 2012
hp microsoft windows server 2008 r2 enterprise
adobe illustrator cs4 crack 2012
sony sound forge 10 license key
solidworks 2010 premium free download
vmware workstation 10 export to ovf greyed out
adobe framemaker 9 silent uninstall
microsoft office professional plus 2013 preview activation crack
adobe after effects cs6 logo
cyberlink powercinema 5 manual
adobe dreamweaver cs5 download free full version
videostudio now corel videostudio ultimate x6
corel painter 12 tutorials pdf
crack corel digital studio 2010 gratis
adobe photoshop cs6 cc crack mac
adobe audition cs6 crack gratuit
adobe photoshop cs5 extended me serial
adobe creative suite 5 master collection trial for mac serial number
adobe creative suite 6 master collection new features
ashampoo core tuner 1.21 opinie
adobe photoshop lightroom 4 student and teacher edition macwindows
ashampoo cover studio 2.2.0 portable rus
para que sirve nero multimedia suite 10
adobe director 11.5 price
corel paintshop photo pro x3 ultimate tutorials
adobe director 11.5 serial keygen
adobe elearning suite 2.5 elearning software
autodesk 3ds max 2011 serial crack
adobe photoshop cc 14.1.2 update download
adobe dreamweaver cs5 help
eset smart security 5 username and password 2012 latest
adobe indesign cs3 tutorial download
xin key vmware workstation 6.5
adobe indesign cs3 mavericks
microsoft office visio professional 2007 product key crack
adobe flash professional cs5.5 classroom in a book
sony acid music studio 8 system requirements
magix samplitude 11.5 producer download version
eset smart security 5 username and password 27 october 2012
adobe contribute cs4 manual
adobe acrobat x pro serial number generator download
how to update to windows 8.1 without a microsoft account
microsoft office professional 2013 2 pc
autodesk autocad 2014 download free
adobe photoshop elements 12 actions
adobe dreamweaver cs4 crack for mac
tutorial sony vegas pro 9 iniciantes
solidworks premium 2012 64
os microsoft windows 8.1 pro ita 64 bit dvd oem
microsoft windows 8 professional rtm x64 english dvd wzt key
crack para validar microsoft office home and student 2007
adobe dreamweaver cs6 mac os x cool release h33t
roxio creator 2011 pro installation interrupted
microsoft office for mac home and business 2011 2 licenses for 1 user
vmware workstation 6.5 serial
adobe creative suite 5.5 design standard download trial
solidworks standard professional premium or solidnetwork license 2013
ableton suite 8 keygen
microsoft windows 8.1 64bit operating system
acronis disk director 11 home licence key
autodesk maya 2012 vs 3ds max 2012
autodesk autocad 2010 minimum system requirements
corel painter x3 oem
download microsoft powerpoint 2013 windows 7
adobe premiere pro cs4 tutorial for beginners
adobe after effects cs6 classroom in a book review
eset smart security 6 keys july 2013
microsoft word 2013 calendar free download
how to burn a cd using nero burning rom 10
telecharger sony vegas pro 9 crack
autodesk autocad architecture 2013 system requirements
mastering autodesk revit architecture 2011 activation code
autodesk 3ds max 2012 serial keygen
eset smart security 5 keys september 2012
autodesk quantity takeoff 2013 guide
autodesk 3ds max 2014 32 bit installer
adobe premiere pro cs4 classroom in a book free download
adobe illustrator cs5 download completo
autodesk autocad 2013 sp1.1 build g.114.0.0
microsoft office 2007 enterprise full version
sony dvd architect pro 5.2 build 135 keygen
nero multimedia suite 10 platinum hd multilingual
adobe flash professional cs6 free download trial version
microsoft visual studio 2008 professional edition enu is not installed
necesito el serial de activacin de coreldraw graphics suite x6
tutorials in adobe illustrator cs6
aimersoft video converter ultimate registration
roxio easy media creator 9 suite trial
free key for nikon capture nx2
autodesk maya 2012 extension
download adobe after effects cs6 full vnzoom
pinnacle studio 14 hd ultimate collection by mick full version serial
adobe after effects cs5 rar
autodesk maya 2013 32 bit free download
vmware workstation 5.5 disk mount utility windows 7
crack para adobe acrobat x pro 9
change product key on microsoft office home and student 2007
ia writer for mac free
autodesk maya 2013 mac key
telecharger pinnacle studio 14 hd ultimate collection gratuit
eset smart security 6 release date
nero 10 multimedia suite chip
adobe photoshop cs5 extended 12
will adobe photoshop elements 10 run on windows 7
adobe photoshop extended cs6 upgrade version from photoshop extended cs3cs4cs5 pc
adobe pagemaker 5.0 free download full version for windows 7
vmware workstation 8 quick switch
how to install sony movie studio platinum 12
adobe photoshop lightroom 5 for windows mac full version
download serial number microsoft office professional plus 2013
coreldraw graphics suite x6 ebay
adobe dreamweaver cs6 digital classroom
ableton live 9 suite push
adobe indesign cs4 business card template
autodesk product design suite ultimate 2014 german download
sony vegas pro 12 free full promo glassy orbitron stars
autodesk 3ds max 2010 bible pdf
sony vegas pro 12 remove watermark
adobe presenter 7 quiz
microsoft visual studio professional 2012 english
alguem sabe o key do camtasia studio 8
adobe dreamweaver cs4 serial number for mac
red giant trapcode suite 12.1 mac os x
download adobe photoshop lightroom 5.2 final
telecharger adobe fireworks cs5 gratuit
alien skin snap art 3 license code
adobe contribute cs5 trial key
coreldraw graphics suite x5 download free
adobe acrobat x pro trial version free download
free download vmware workstation 8 with keygen
microsoft office mac home student familypack 2011 3 lics nl
eset smart security 6 username and password absba
descargar adobe premiere pro cs6 con crack
acdsee photo manager 2009 review
access 2010 macros for dummies
learn autodesk maya 2011
steinberg cubase 4 ai
autodesk revit 2014 education
adobe creative suite 5.5 production premium free trial

More Than Market Research - Gain The Information Advantage

Tom H. C. Anderson - Next Gen Market Research™ header image 6

Do You Know Where Social Data Comes From?

February 28th, 2012 · 6 Comments

What IS Social Media Analytics- Can we Agree?


Social Media Data is a commodity - Tools and approaches are not.
(Social Media Expert Interview Series Part 3 of 3 - Part 1, Part 2)

I just did a brief panel interview with Useful Social Media ahead of the Social Media Analytics Summit. We were asked four very interesting questions. I think there are some big differences of opinion on what constitutes social media analytics. Surprisingly, what I think we were all able to agree on generally is what constitutes social media data used in text analytics. If we’re all using the same data, then the data is a commodity, which means when selecting an analytics vendor there is little need to consider data in the equation. Decisions should be made on which text and data mining tools are most effective for your specific use case.

Q. When you think of “Social Media Data,” what do you think of first? Second?

Tom (OdinText): First I think about all the data that we are generally not getting. The rich juicy stuff such as the connections between people on Facebook and the comments on their walls, even discussions in LinkedIn groups etc.

Then secondly I think about Twitter and blogs (RSS data), which is where the majority of the “Social Media Data” folks use is actually coming from - just because it’s easy and free to get to.
Don’t get me wrong, with a little thinking ahead of time you can get some very actionable data and insights from what’s already available, and it doesn’t have to be limited to Twitter and blogs. But if you believe your social media monitoring firm is delivering the web to you, they’re not!

Chris (Gnip): I think of the opinions, debates, thoughts, and insights that are expressed via public social conversation and how this data has unlimited potential to fundamentally change the way businesses operate.

My second thought is around some of the key publishers that are facilitating the generation of such valuable content: Twitter, Facebook, Tumblr, Wordpress, Disqus, etc.

Nathan (Social Target): I was trained by the early concerns about what people were saying in social media-only it wasn’t called social media at the time. So the first thing I think of is the content people create: the blog posts, reviews, tweets, videos, and everything else they put out there for the world to see.

The second is the data created by all the observable actions people take in social media settings: connecting with friends; following interesting people; sharing, tagging, and linking to content; clicking on “favorite” and “like” buttons; voting on reviews… Most of the new features in social media create still more data, and the young companies that dominate the space don’t seem to be out of ideas.

Kami (Zoetica Media): Social media data are at the heart of understanding your community. Far from being cold and impersonal, data call tell a story that intuition alone cannot deliver. As much as we like to believe that we fully understand our community, what people say and what people do are often very different. Data can help to guide intuition.

For that reason, the second thing I think of when I consider social media data it’s importance as a tool to diagnose, prioritize and evaluate what you are doing as an organization and use it to make course corrections.

Q. Do you think there is currently a common understanding as to what constitutes social media data?

Nathan (Social Target): Definitely not. I can usually tell what a person’s job is by the way they discuss social media data and what it’s good for. That specialization is natural, because there’s so much to learn, but it’s keeping us from having a common vocabulary across disciplines.

Superficially, you can measure at least four categories of data in the social media context: the content people create, information about the creators of that content, information about the audience of the content, and information about how people connect and interact. I don’t know if we’ll ever agree on our terminology, but we can avoid misunderstandings by being clear about which data we’re talking about.

Chris (Gnip): Definitely not. For example, some think of social media data as Twitter data because Twitter has done a better job than some other companies of making their data available in a full coverage, reliable, scalable format. The reality is that social media data comes in lots of different forms from lots of different sources. We’re working hard to help companies understand how different types of social data can be useful for different types of analysis.

Kami (Zoetica Media): I think there isn’t a clear consensus. Is it text analysis, sentiment analytics, something else? I also think it is being marketed to a constituency that doesn’t necessarily have the background to understand some of the differences. There is also a difference between an academic view of data and harnessing data to provide actionable insights that can drive business decisions

Tom (OdinText): Common to certain groups perhaps, but not between groups. Developers for instance often begin building a tool because a certain type of data is easy to get to. Klout is an excellent example. It’s totally reliant on Twitter even though less than 9% of the US population is on Twitter. Facebook is far more popular of course, but you can’t get to that data without users opting in.

But then if you look at groups who use some of these tools to make marketing decisions, they don’t understand what’s missing. Someone could be very influential in social media and not be on Twitter or Klout. If they have 5,000 connections on LinkedIn Klout won’t know, and the maximum shown on LinkedIn is “500+”. Just giving an example, I think Klout can be a useful tool as long as you know what you are seeing and what you are not seeing.

Q. There’s a lot of social media monitoring vendors out there now. How do most of them get their data?

Tom (OdinText): Great question. As our text analytics platform OdinText is data agnostic, i.e. our clients are just as likely to use it for analyzing their Net Promoter Score (NPS) surveys or CRM/Call Center logs as with social media data, I’m not afraid to answer that question honestly.

What a lot of firms who specialize in just social media monitoring won’t tell you is that they don’t acquire much, if any, of the data themselves. Sure a few of us may connect directly to the Twitter API for basic Twitter data, but more often even for Twitter and certainly for blogs firms just buy it from an aggregator, mainly Gnip.

It’s a well-kept secret though. Most of these firms and I could mention several, want clients to think that the social data is part of their value- add when in fact it isn’t. Clients should be choosing social media analytics platforms based on how well they meet their specific use case. That is, are you comfortable with how their text analytics engine works and how well/easily does the software get you the insights you need.

It’s often the first thing I tell a potential client who is using some other social media monitoring platform; we can use exactly the same raw data they already use and provide more useful information for those who want to go beyond Public Relations engagement… [Read the full Q&A]

Marketing Research, PR, Brand Managers, HR etc. are and should all be looking at social data, but the tools we use should also be different.

What do you think?

@TomHCAnderson

@OdinText

PS. Check back here on the blog later this week as I talk to the Top 10 Most Influential on Social Media. Should be a fun series and I think we’ll learn something as well ;)

[Post to Twitter] 

Tags: Anderson Analytics · Conferences · Datamining · Interview · Kout · Linkedin · Marketing research · NPS · Odin Text · OdinText · Sentiment Analysis · Social Analytics · Social Analytics Summit · Social Media · Social Media Marketing · Text Analytics · Text Analytics Summit · Twitter · facebook · text mining · tomhcanderson

6 responses so far ↓

  • 1 Meta Brown // Feb 28, 2012 at 11:46 am

    Tom,

    I’m surprised to see the words “Social Media Data is a commodity” here. Some information is widely available, at least to those who can pay an aggregator, but there is so much more that the networks, by reason of choice or obligation, hold close to the chest.

    Recently I read a commentary on sports analytics which took quite the opposite position on that field. Smart analysts could be obtained by anyone, the author said, so the real opportunity is in developing useful proprietary data. Many social networks have that. (Sorry, I couldn’t find the link to that commentary right away.)

  • 2 Tom H C Anderson // Feb 28, 2012 at 12:20 pm

    Meta, not sure quite what you mean. The definition of a commodity is a class of goods for which there is demand, but which is supplied without qualitative differentiation across a market. A commodity has full or partial fungibility; that is, the market treats it as equivalent or nearly so no matter who produces it.

    I am speaking about the text data used in social media monitoring. All social media monitoring firms are using exactly the same data (from Twitter, the index of blogs and discussion boards, as well as that which is publically available on Facebook). Naturally Facebook has access to more data than what the aggregators provide, but no one can get access to that, so it’s a moot point.

  • 3 Patrick Furey // Feb 28, 2012 at 1:18 pm

    Technology is never proprietary for long ….. the quality of the analysis (BI) is the differentiators. Pilot skill is ALWAYS the prime component of success vs. jet design. Technology assisted human analysis is the ultimate formula for BI in my view.

  • 4 Jeremy Muratore // Feb 28, 2012 at 2:46 pm

    Hey Tom,

    Solid post, great panel Q’s. Definitely agree that everyone who’s using Social Media to achieve a business goal/objective needs to look at the data (Social, Business, Web Analytics, etc.), know what it means and be able to act on it…

    Did you discuss the prevalence of issues around having great tools and a knowledge gap preventing customers/clients from being able to use them effectively?

    Thx!

  • 5 Lukas Womack // Mar 4, 2012 at 11:39 pm

    I’ve been working on a new idea. I come from the artificial intelligence / web worlds. I created an idea/site/app that captures end-user feeling based data in a neural-net architecture. The data is tied to a user ‘demographic profile’, but the user remains anonymous. This data creates a new index on ’search’; an index for who (dynamic demographic groups of religion/race/gender etc) is feeling, what they are feeling, and what content these feelings are tied to.

    Power: example: Find the latest content where christian males are feeling upset. [tagged with concept xzy][etc] I can’t do that on google.

    The same technology can easily be applied to a truly targeted advertising model; (I’ve already coded that too but don’t want the idea stolen) one that does not violate privacy. I don’t dare nor do I need to violate privacy to deliver ads that users love and respond to. The everyday feedback data itself is the algorithm to dictate the matching ad profiles. Campaigns can easily be set up that tap into this powerful dataset. No tracking, no ip searches, no cookie cracking needed. I have a provisional patent for temporary protection. The every-day-activities… the ’share this’… the thumb up or thumb down the social world uses goes directly to use. The technology was designed to use this information not as an after-the-fact thought (how do we monetize this?) but as a foundational principle. I use this data to build an intelligent set of extremely useful information.

    Through “FRANK” any user can create a set of ‘things’ they want their own web users to have access to. (examples: https://www.feelzy.net/2012_frank_demo.html, electionhawk.com, abovevip.com, http://www.monitorthemedia.com/) In other words, you don’t have to use feelzy.net to use feelzy.

    Anyhow, I have a ‘day’ job to pay the bills and can’t chase this too much and I don’t want it to go to waste. It is sort of just sitting out there right now. I found this link via ‘linked in’ and thought I would drop this plug.

    Surely this technology could be userful.

    Cheers,

    Lukas K Womack

  • 6 Tom H C Anderson // Mar 5, 2012 at 1:18 pm

    Sounds interesting - we’ve been doing somewhat similar work. Might be fun to chat sometime.

Leave a Comment