Seth Grimes of InformationWeek reports there is a growing demand to analyze social media tools such as Facebook and Twitter, but he has yet to see “satisfying criteria” for assessing existing analysis tools. This article outlines what Grimes considers to be six fundamental missing pieces in analysis tools that could prove effective in measuring social media.
Grimes breaks his approach down into six basic categories: Metadata, Resolution, Integration, Alignment, Interface, and Walk the Talk. The following are excerpts from his rationale.
1. Metadata: “Let’s not look at messages in isolation, as so many tools do. SMA tool makers: Help us understand message diffusion and discourse (threaded conversations) with an analytic that incorporates demographics.”
2. Resolution: “Content analysis is the real challenge, getting at the entities (names of people, companies, places, products, etc.), facts, opinions, and signals. For this, you need sophisticated natural language processing (NLP) and sentiment analysis with the ability to resolve parts of speech and, especially for source materials longer than tweets, to spot co-references including anaphora.”
3. Integration: “To integrate, or link records across sources, you need to capture or discern identity. I think the information is more available than most people would suppose, with significant digital sleuthing involved in discerning it.”
4. Alignment: “I’m looking for analysis tools that measure and predict social’s ability to drive business transactions — money-making outcomes — as well as how business news will play out on social platforms.”
5. Interface: “BI tools will typically let you nest variables in an axis to create a pivot table with several dimensions. You often have a choice of measures — sums, counts, percentages, calculated values — and the ability to navigate up and down dimensional hierarchies (such as year-quarter-month-week-day) with automatic value aggregation. I rarely see these capabilities in SMA tools.”
6. Walk the Talk: “I look for clue-ful SMA suppliers. If a company doesn’t know how to use social media effectively, or if it won’t make an effort, do you really want to trust it with your business? The question isn’t moot; anyone who spends time on social platforms can tell strong from weak social engagement and has seen instances of both.”
