Question

Topic: Research/Metrics

How Do You Track Online Buzz?

Posted by Anonymous on 8/21/2009 at 10:56 AM ET 250 Points
Hello,

I'm trying to find the best solution/provider in order to keep track of the online buzz generated by one of our brands.
I want to track both the 'volume' of the conversation (how many people are talking about it and, ideally, how many are reading those comments) and its content (do they speak in a good or a bad way about the brand? what are the words most commonly associated to it, ecc.)

One big issue is that most agencies I've contacted (research agencies and media groups) have troubles tracking what's happening in the realtime web: they have no problems with websites, blogs or web-boards but they have difficulties tracking the content of status updates (Facebook), tweets (Twitter) or IM (Live Messenger). This is both a technological and privacy-related issue (although we aren't of course trying to identify the actual people writing the comments).

Do you have any system/solution in place that answers my need?

Thanks in advance.
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RESPONSES

  • Posted by Jay Hamilton-Roth on 8/21/2009 at 4:48 PM Accepted
    One such company is https://www.techrigy.com/
    Not only do they have software in place, but they also have people who read the comments to give you a dashboard view of your social media perception.
  • Posted by BizConsult on 8/22/2009 at 6:45 AM Accepted
    There are many social media measurement sources:

    Paid sources (besides Techridgy) include: Radian6, Nielsen BuzzMetrics, Cymfony and Scout Labs

    Free sources include: Social Mention, Twitter Search, BackType, Technorati, Alexa and BlogPulse

    Also check out: Cligs, Bitl.y, Addict-o-matic, Disqus, Klout, Twinfluence, Qwitter, Tweetburner and IceRocket

    For more sources, and more on this, plus HOW to measure, check out this on-demand seminar from MProfs:
    "Getting Buy-in with Social Media Measurement: Don't Sweat the Small Stuff"

    For more info, click the "Store" tab in MProfs and check out the resources such as "Social Media ROI Success Stories", Twitter Success Stories" and "Facebook Success stories".

    Best of luck
    -Steve Udell
  • Posted by BizConsult on 8/24/2009 at 10:28 AM Accepted
    Here are a few additional resources:

    Jodange tracks over 400,000 sources for opinion data found in blogs, mainstream news sources and Twitter.

    Tweetfeel, Twitrratr and Twendz let you assess Twitter users feelings about various topics.

    Scout Labs allows customers to monitor online forums, blogs, news articles and social networking sites for opinion trends in products, services or specific topics.
    -Steve
  • Posted on 8/24/2009 at 10:41 AM Author
    Thanks to everybody for the valuable answers.

    I've been in touch with Nielsen (who BuzzMetrics solution comes both as a self-service web-based software and an ad-hoc research).
    They seemed awfully expensive to me (even the self-service solution runs at multiples of the price of Techridgy or Radian6).

    Did you have the same impression (note: we haven't started actual 'negotiations' with the agency)? Is the price gap fully justified in your view?
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