News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
New tool divines human emotion for a better connection
In the world of social marketing the 'like' or 'retweet' seems to be the king of metrics. But are those metrics telling brands everything they need to know about a campaign? Not really. A new tool from MotiveQuest places human emotion into the social space to give marketers a deeper look at consumer engagement.
The tool, Fathom Analytics for Facebook, was created to help small and mid-sized businesses better connect with their consumer base. Rather than a simple listing of likes and shares, though, the tool focuses on the context of posts and likes to determine the emotion of the consumer in question.
"Many people judge the success of their Facebook page using likes," said David Rabjohns, CEO of MotiveQuest and Fathom Research. "But what if people are liking your page to tell you that they hate you, as is the case with most cellular service providers. Our goal was to introduce a simple tool that could analyze Facebook data in a more sophisticated way in order to help people build deeper, more connected relationships."
The tool measures sentiment, so that brands can understand how a social networker is 'speaking' about a brand and from uses real-time Natural Language processing for better understanding of those interactions. The interactions are all measured in real-time so brands can quickly adjust or engage with a consumer through the social network.
How important is social networking? comScore researchers report social networking takes up 33% of the time spent online in Malaysia, for 1 in 5 minutes spent online in Australia and in the US social networking is so popular the mobile-social audience increased 37% between 2010 and 2011. Facebook is the king of the networks; according to Experian/Hitwise Facebook now has a 9% share of visits (week ending 12/3/11), leading all other websites.
- How travel brands can do more with data
- Expert: What retailers need to know about EMV
- Study: Utility apps take most of ad spend
- Holidaymakers swindled out of £2.2 million in 2014
- Brits warming to biometric technology for online banking access
- Banks missing out by focusing mobile banking ads on television
- Top 3 tips to add personality to your targeting
- Will 2015 be The Year of Mobile?
Featured White Papers
- Analyzing the Value of Responsive Design Can Be Messy
Responsive web design is an integral part of customer engagement in our multi-device world. But the additional costs and resources...
- Mobile Email Guide: Design strategies to help you capture mobile clicks
On average, about 40 percent of e-mail opens come from mobile devices and tablets. Mobile subscribers are less engaged because...
- Avoid these common pitfalls when choosing a cloud CRM
Organizations are frequently turning to SaaS solutions for their CRM needs. But there are risks when deploying any solution at...
- 2015 Social Marketing Planning Guide
2015 is going to be a great year for social marketers, but to make the most of it you'll need...