Fern Halpern Blog, May 12, 2010.
I couldn't help but think that a) it was nice that his company could get its feet wet in social media monitoring using a tool like this and b) that they might be getting a false sense of security because the reality is that these social media tracking tools provide a fairly rudimentary analysis about brand/product mentions, sentiment, and influencers. For those of you not familiar with listening posts here's a quick primer.
Listening Post Primer
Listening posts monitor the "chatter" that is occurring on the Internet in blogs, message boards, tweets, etc. They basically:
- Aggregate content from across many, many Internet sources.
- Track the number of mentions of a topic (brand or some other term) over time and source of mention.
- Provide users with positive or negative sentiment associated with topic (often you can't change this, if it is incorrect).
- Provide some sort of Influencer information.
- Possibly provide a word cloud that lets you know what other words are associated with your topic.
- Provide you with the ability to look at the content associated with your topic.