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Gaining Insight From Social Media Data

From the category archives:

Marketing

Social Media Monitoring And Human Business

by Tom Webster on March 9, 2010

Last week’s post on six degrees of social media monitoring inspired a lot of great comments, especially from some of the folks at the sharp end of the stick who are working for companies like Radian6, Conversition, Trackur and others. I’m pleased that you’ve all connected with this post, because I think you all have [...]

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Foursquare, Loyalty Cards And Market Baskets

by Tom Webster on March 1, 2010

There’s a fantastic interview on O’Reilly Radar today with Dennis Crowley, co-founder of Foursquare. Of course, the topic of revenue models came up, and one of Crowley’s ideas was to create “scrappy promotions” for local businesses–check in five times at the same coffee shop and get a free cup, for instance. The “loyalty scheme” is [...]

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Data Visualization For Presentations

by Tom Webster on February 5, 2010

This is really just a brief rant, but why is it so hard to find a commercial presentation software package that does brilliant data graphs? PowerPoint is just…awful, and while Keynote makes purty slides, the graphs are more designed to be works of art, and not to clearly communicate a dense amount of information. Newcomers [...]

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A Research Topic the IAB Desperately Needs To Pursue

by Tom Webster on January 20, 2010

I checked out an article on CNNMoney.com today on fitness gadgets, and it was the gazillionth article I’ve read that split a simple list post into multiple pages (one for each list item) in a desperate attempt to increase page impressions. This was the straw that broke the camel’s back, at least for this camel. [...]

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Raising The Bar On Social Media Metrics

by Tom Webster on October 24, 2009

Yesterday at the Social Media Business Forum in Durham (which, by the way, was organized and run very well by the folks at new Triangle-area startup Our Hashtag–kudos!) I heard it again: the social media ROI metrics question. Last time I heard this, the response was to single out Airport Display advertising as “not being [...]

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What’s Wrong With Social Media Marketing Strategy

by Tom Webster on October 12, 2009

I’m not a social media strategist–I’m a researcher. I actually don’t know very many social media strategists. That’s not a knock on the growing number of social media marketing consultants out there–it’s more a recognition of the limits of their practice. For example, last week I watched a panel at the Inbound Marketing Summit (IMS09) [...]

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A Strategy is not a Loose Collection of Tactics

by Tom Webster on September 23, 2009

Exhibit “A” is the current assemblage of tactics by Tony Robbins, who single-handedly invented the personal coaching industry that supports many Internet entrepreneurs today. Whatever your opinion of Robbins, there is no doubt that he has helped thousands–maybe millions–and is certainly an influential figure. You may or may not believe in his message of personal [...]

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Ambush!

by Tom Webster on April 17, 2009

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Morals, Ethics and Exclusion Heuristics

by Tom Webster on March 31, 2009

A fascinating piece of research on language and exclusion heuristics here: Green marketers should take cue from ten commandments. A pair of researchers from the University of Texas at Austin and the University of South Carolina have found that when choosing products to buy, moral reasoning factors into exclusion more than inclusion–in other words, consumers [...]

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Sorry, Facebook Ladies…

by Tom Webster on March 13, 2009

…I’m taken. But you wouldn’t know that by the junky ads I am continually served by Facebook. With a gazillion users, and a gazillion x gazillion pages of available inventory, Facebook is an ad-serving machine. Given the depth of profile information available and leaking around the edges of all the super-poking and quiz-taking we are [...]

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