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BizReport : Social Marketing : March 17, 2015

Can social sentiment pick the perfect bracket?

The NCAA Men's Basketball Tournament gets underway tonight, and millions of Americans are putting together their brackets. Some will base their picks on favored teams, some will hope for a Cinderella team to go all the way, but one company is putting together a bracket based purely on social sentiment. Here's how it looks:

by Kristina Knight

To highlight the power of social media, Prime Visibility has put their social ear to the ground to come up with a March Madness bracket based purely on social sentiment. David Neuman offers insight into the bracket.

Kristina: What do you think of the social media bracket?

David Neuman, Director of Social Media Services, Prime Visibility: I think the Final 4 picks, championship picks, and champion (Kentucky) aren't too far off from a realistic possibility. However, there were a few things that surprised me including UCLA and Xavier making it to the Sweet 16. It seems like the brands being discussed the most are the ones with a history of regularly making the tournament as opposed to ones that are "the best".

Kristina: What carry-over does this kid of test have for brands/their products or services?

David: We like to stress the importance, in general, that brands should be monitoring conversations relative to their company, products, and industry. Social listening is a great way for brands to gain an unbiased perspective of what their customers are saying that's positive and negative about their brand - tying in the positive from a marketing standpoint, but using the negative to help better their business. Additionally, getting insights on what people are talking about most often can be tied into a brand's Social Media content strategy.

Kristina: Social sentiment doesn't account for other factors - a team 'not showing up', an injury...what is the true worth of social sentiment?

David: Social sentiment provides great directional insight, but brands should be conscious of the fact that it is, in fact, directional especially when you approach a large volume of mentions. The real value of social sentiment is knowing what topics are generally positive, what's generally negative, and applying those learnings to help a brand better its business.

How will the Prime Visibility bracket fare? We'll have to wait and see...

Tags: March Madness, Prime Visibility, social marketing, social media sentiment, social sentiment

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