Tag Archive for 'Social Media'

Social Media Mentions: Do Negative-Seeming Words Harm You?

I was listening to an excellent Webinar last week with Jennifer Laycock of MarketMotive. Jennifer was discussing tools that measure positive and negative mentions of your brand in social media.

So I idly went over to SocialMention, and did a search for myself (ego is a wonderful thing!) And I found that there are more actively negative mentions of me than actively positive ones.

Why is this? My assistant has been sending out my article on “Leaky Boat Websites” and it’s been included in a number of places online. Trouble is that an automated tool like SocialMention can only follow the rules it’s designed with – and so it sees “leaky boat” and classifies those words as negative.

Of course, this is a problem with any automated tools – remember years ago when AOL decided to clean house, and closed down a breast cancer support group because their name included a “naughty word”?

So I’m asking myself: “Does this matter?” Is it really important to us to get a positive rating from sites like SocialMention? And if so, does that mean that we can’t write any online copy that’s positioned to say “we can fix your problems” because the “problem” words can trigger the negative scores?

Social Media – What’s the Cost of Not Doing It?

I just read a very interesting blog from Robert Patterson of MMG Worldwide, talking about measuring social media ROI in the travel market.

I was especially intrigued by the discussion of non-tangible factors in calculating “return on influence”.

It all got me thinking that another interesting question to ask, especially if you’re still thinking about whether all this is worth it for your company, might be: “Can I quantify the opportunity cost of *not* doing this?”

In other words, using the travel example, could a hotel somehow measure how many nights it costs them not to be doing a Twitter campaign when the comparable hotel down the street is? Hotels are very upset about negative reviews, especially those of doubtful origins or motive – do they know for sure how much damage they do?

Perhaps the only way to calculate the negative side is to jump in and see what difference it makes – but the article got me thinking . . .

The Reported Decline of Social Media – Lies, Damn Lies & Statistics?

There are 2 articles out today from highly credible sources that report declining usage of social media.

In the first, eMarketer Digital Intelligence declares “Data on Twitter Decline Stacks Up”. The piece quotes figures from comScore, Compete and Nielsen, all of which find that traffic to Twitter.com is lessening month by month.

However, eMarketer also admits that this trend may be misleading, since increasing numbers of visitors access Twitter through third-party applications such as Tweetdeck, and especially through mobile devices. These figures are not so far included in the agencies’ ratings. It does seem that projections for increasing use of Twitter overall are still on track.

Meanwhile, the BBC News Magazine has a page called “What Happened to Second Life?” The story says: “Today you’d be forgiven for asking if it’s still going”. It attributes the site’s difficulties in part to its complexity of use, and also to its inability to run on mobile devices because of memory requirements.

I think if the BBC had interviewed my good friend Dan Parks, who owns the Virtualis Convention Center within Second Life, they might have heard a different story. Dan’s creation is truly cutting-edge, and has become highly sought after for both corporate and association events.

So, as usual, any theory can be proved by selecting appropriate numbers – what’s really true?