How to Get Actionable Intelligence from Social Media Monitoring

Actionable Intelligence Digital Marketing Analytics

Market research experts discuss why social media monitoring is the first step in any effective social media marketing or social media ROI program.

Even trusted market research providers like Nielsen offer integrated solutions for listening to online conversations. If you’re looking to update your understanding of sentiment analysis, social media monitoring ethics or natural vs. computational language processing, I recorded a podcast of a panel called “Separating the Wheat from the Chaff: The Nitty Gritty of Social Media Monitoring,” which I set up and moderated for the Market Research Association at their First Outlook Conference in Orlando.

We brought down four market research experts to weigh in and answer the tough questions from an audience of statisticians.  On the panel were Christopher Ahlberg, Ph.D., CEO, Recorded Future; Barry de Ville, Analytical Consultant, SAS Institute; Rob Key, CEO, Converseon; and Valery Miftakhov, Associate Principal, McKinsey & Company NM Incite, which is providing consulting services in partnership with Nielsen BuzzMetrics.

I led a social media training for market researchers the day before.

Discussion topics include appropriate use cases for sentiment analysis where 60% accuracy is a best case scenario, natural language processing algorithms, computational language processing algorithms, analyzing non-text based online information, applying the prism of social science to social media measurement, the change management aspect of social media metrics and integrating it into the enterprise; influence mapping and computing power nodes within networks; Annie Pettit asks about the Nielsen BuzzMetrics “Patients Like Me” password protected data scrapping incident reported in the Wall Street Journal; imposing temporal logic over social media tracking; normalizing data and the validity of online panel.

You can listen to the podcast here.


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You can listen to the podcast here.


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Eric Schwartzman provides public relations, SEO, content marketing, and digital marketing specialists. He has extensive experience integrating emerging information technologies into organizational communications programs through public speaking, hands-on training seminars, consulting and the development of corporate policies on social media usage.

His clients have included Boeing, BYU, City National Bank, Environmental Defense Fund, Government of Singapore, Johnson & Johnson, NORAD Northcomm, Southern California Edison, UCLA, US Dept. of State, United States Army, US Embassy of Athens, the United States Marine Corps and many small to medium-sized companies and agencies.

Eric is the instructor behind PRSA’s top-rated social media and emerging treads training seminars, the Social Media Boot Camp and the Social Media Master Class, which are offered monthly in the US.

His book “Social Marketing to the Business Customer” with Paul Gillin about B2B social media marketing is available at Amazon, Barnes & Noble or Borders.

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