Social Media Monitoring Insights


Social media monitoring has emerged as the first step in any effective social media marketing or social media ROI initiative.

Even traditional market research firms like Nielsen are offering 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, this podcast is for you.  

It is a recording of a panel that was titled “Separating the Wheat from the Chaff: The Nitty Gritty of Social Media Monitoring” which I arranged and moderated for the Market Research Association at their First Outlook Conference in Orlando. 

The social media analytics experts I brought down 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.

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; validity of online panels

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

Photo by The Climate Reality Project on Unsplash

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