conductance |kənˈdəktəns|
noun
the degree to which an object conducts electricity, calculated as the ratio of the current that flows to the potential difference present. This is the reciprocal of the resistance, and is measured in siemens or mhos. (Symbol: G)
I got into this pdf authored by Jure Leskovec, from Carnegie Mellon, and few guys from Yahoo, a very technical piece of paper which I do not want to even try to comment.
But I loved the image and the metaphor of the conductivity within the social network seen as an electrical plant.
I loved it because it makes me think about the stream of interactions flowing through the social web as well as the stream of news and comments.
And how it has become more and more tough to track them efficiently, to separate stones from gold.
Since 2007, when Buzzdetector was founded, our platform has changed and it has evolved at an astonishing pace and it is a work in progress to stay update to this evolution.
Back to conductance, I love the idea that when you get in touch with someone new to you, it is like getting a small electric shock made of enthusiasm, knowledge, curiosity.
Because this is, or this is what should push our journey into the social web.
Anyway I see a difference between electricity and socialization: the latter is not a straight way but arise from the contraposition of different attitude within ourselves.: like ships moving between different harbours must qualify to moor, we are asked to define ourselves everytime we approach a new SN and get admission if recognized consistent in some way (this image comes from Z.Bauman “Does ethics have a chance in a world of consumers?”).
What’s your take about?
This presentation is intended to explain the Buzzdetector attitude toward social media monitoring: the human touch is crucial to make sense of the data collected through monitoring activity.
Outsourcing is a rather common attitude for companies when talking about communication and advertising.
Most of the time, the process consists in assign the task to an agency, give a brief and wait for results.
But when it comes to monitoring and to get involved in the social web, better sit down along with the agency and stay tuned for every step taken. Not because agencies are not able to perform the tasks, but when you work on the perception of your company/brand, on the most important asset, it’s crucial to be part of the process.
Every word counts in the social web.
Self-consciousness is a real issue.
Every corporation is nurturing the highest consideration possible of itself but this may prove to turn into an issue when criticism arise: we are too good at anything we do and no one can harm us.
Reality is the no brand can ignore criticism for ever.
Ignoring criticism may prove not to impact on sales, today or tomorrow but as it work on the brand perception and brand equity, sooner or later, it’s a bill to pay.
We must be prepared to listen for everything said about us with open mind and willing to understand and to learn.
The second obstacle is lazyness.
Don’t stop after having read the first comments. The quest for the gold drove people to go west and digg and you have to do the same.
If reading top commenters only may prove really limiting: the most relevant news come from the street and not necessarily from the blogs stars. Rants and rave are mostly originated by common people and to find these comments it is necessary to digg in a very consistent way.
It’s a tough job but someone’sgot to do it and no algorithm will do it for you.
The latest upgrades are both functional and graphics.
The place where it all begin is the Marked Feeds area: in this widget, editors are placing the selected feeds split in positive and negative.
In the widget there are both the feeds found within the Buzzdetector feeders as well the ones found outside the platform. These feeds can be manually inserted through this easy to use window. The inserted feed will be included in the database and in all the graphs.
Then, to set up the graphs, there is a wide range of option:
Category chart:
through the dedicated widget editors can choose between existing category or create new one and customised them according to the specific need: categories title and definition, number of categories, colours. Editors can select the definition that fits the best with the assigned goal. E.g.: type of blogs, newspapers and magazines which covered the story, etc.
Trend chart:
the chart is built in two levels. The one below is a general overview of the selected timeframe. The one above is the magnified detail of a selection of choice.
Sentiment:
the chart comes from the manual selection of positives and negatives. It provides an accurate definition of what’s good and what’s wrong in the web about the selected keywords. As it is a manual selection, we avoid the possible mistakes coming from linguistic mismatch.
Tag Cloud:
Last the Tag cloud, still coming from a manual selection of the terms with the possibility to approve, remove or ban each single word.
What’s next?
Within April 3, there will be the option of selecting between several languages: Italian, English, Spanish, Portuguese, French, German.
Then Chinese is on its way.
If you wish to know more, just get in touch:
www.buzzdetector.com
g.facchini@buzzdetector.com
335 7465173
Strategic monitoring process is based on some steps that we believe are crucial for the success of the operation.
We try to design the iterative process, a process which requires a consistent cooperation of the client.
This is the document for the conversation with students of the Master in Communication at the Luiss University.
Enjoy and let me have your thoughts and comments.
On May 4, we will launch the latest release of the proprietary software for strategic monitoring.
Lots of new features, easier to use and other news thanks to the work done with out tech partner Intothenet.
Indeed, to know what is said online about your brand is a crucial step in developing communication strategy.
If you want to know more about :
g.facchini@buzzdetector.com
+39 335 7465173
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