Social Media Monitoring Insights from Marketing Research Industry Thought Leaders

the-climate-reality-project-Hb6uWq0i4MI-unsplash

Eric Schwartzman

Eric Schwartzman is the principal consult at Schwartzman & Associates, a boutique public relations, SEO, and content marketing agency. He is also the author of 2 best selling books, an international keynote speaker, and a contributor at Adweek, Fast Company, TechCrunch, Yale Climate Connections, The Healdsburg Tribune, and many others.

Podcast: Play in new window | Download (Duration: 1:14:03 — 68.4MB) | Embed

Subscribe: Spotify | Email | RSS

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 offer integrated solutions for listening to online conversations.

If you want to update your understanding of sentiment analysis, social media monitoring ethics or natural vs. computational language processing, this podcast featuring top market research industry thought leaders 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 digital marketing training seminar for market researchers the day before.

Photo by The Climate Reality Project on Unsplash