Founder of the DCAP Research firm, Diouldé Chartier-Beffa carries out studies in applied sociology and consulting missions for the marketing, innovation, communication or prospective departments of companies. In 2009, she developed within Germany Phone Number List a research collective the first web-ethnography tool: Net-conversations ®. She leads the internship dedicated to Social Media Intelligence at ISM. The 3 golden rules of Social Media Intelligence Thanks to the proliferation of content on the internet, we can now have statistical data on spontaneous content, not predefined by the person who wants to collect it. Make “quanti with quali”, measure emotions, paths of thought, threads of conversations, cross-reference them with behaviors. But how do you sort it out?

Here are some keys to regain control and not to be led by the nose. 1 – What to measure: the influence, opinions or experience of your targets? The social web is a medium where we enter into public conversation with others, to influence them or to be influenced. In this simple sentence, there are 3 words that can lead to completely different decisions: the contents are publications to which more or less people are exposed depending on the audience of the site and the page. If what interests you is how much exposure a piece of content is, then listening to sites with the strongest audiences is the right thing to do. In this case, the right question to ask is how such a site, such a network effect does – it really or not my target?

The 3 Golden Rules Of Social Media Intelligence

2 – In terms of representativeness, “less is more” If what interests you is the experience of your consumers, then look for content that matches them. These contents represent a much larger population, but they are much less exposed than that of influencers. How to distinguish them? The web provides multiple clues, but none are ready to use. So ask the social web intelligence providers what their data is representative of, and how they ensure this representativeness, so as not to base interpretations and decisions on data that is simply not what you are looking for. And remember that the most numerous are not the most talkative: better a small, well-representative and qualified sample than a large “bag of everything”. 3 – Don’t look for your brand’s reputation under the lamppost


An edifying anecdote: a study by textual analysis on a corpus collected by keywords made journalists write that the “bore-out” syndrome would concern 30% of employees, which obviously sparked a big controversy. Look around at the office and ask yourself if one in two coworkers is bored to death. Many online reputation tools do the same thing: they search for branded content by entering keywords from a brand perspective. As a result, they find nothing of interest: the brand is rarely the customer’s problem. Since the web is a world of content, only the right terms will get you to the right people – the ones you care about. Constituting a content search system representative of the subject you want to investigate, whether it is the brand or another issue, is one of the most delicate points on which everything is based. In this area, technique,

1 – What To Measure: The Influence, Opinions Or Experience Of Your Targets?

thanks to math and linguistics, can greatly help human intelligence, but not a substitute for it. Good news. Recommendation of our expert Do you want to set up a social media intelligence strategy and identify the relevant data? Our expert recommends two short and comprehensive training courses: Social Media Intelligence The millions of daily exchanges on social networks are all ways of getting to know consumers better. Listening to the opinions, the life and brand experiences they express, allows us to better understand the needs and to identify opportunities. This internship allows you to take stock of social media intelligence methods and to set up the techniques appropriate to your challenges. Duration: 2 days – Next session: June 4, 2018 Leverage customer insights What is an insight and what is it for? What innovation approach to adopt based on customer insights?

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