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When free social listening tools don’t cut it

Every day, someone asks me why they should pay for social listening technology. [Full disclosure: I server as a senior strategist for Converseon and Revealed Context.] Often, the answer is that they shouldn’t.

I mean, if all you want to do is detect a crisis leaping out of control, free tools can do that. If you are willing to sit a monkey in front of a keyboard to stare down the stream and extract what is important, free tools will work just fine.

You need to pay when that isn’t good enough.

Typically, I find the tipping point comes when you move past looking at individual tweets or blog posts and you suddenly want to aggregate the data. If you want to say that our positive sentiment is up 4% over last month, suddenly the free tools can’t cut the mustard.

Here’s why:

  • You need to know the sentiment is correct. People do a good job of detecting sarcasm and otherwise interpreting whether something is positive or negative, but free tools don’t. Look for extensive machine learning and text analytics in the tool you select to be confident about its calculation of sentiment.
  • You need to be fishing in the right lake. If all you do is type in a word or two and look at all the conversation that contains those words, it’s like drawing conclusions from a survey where you haven’t controlled the data sample. If you don’t know whether it is the right conversation, it doesn’t matter what the sentiment is. For example, if Sprint just looks at every tweet with that word in it, the conversation includes so many off-topic comments that the sentiment is meaningless. Look for technology that uses relevance feedback to isolate the right conversations before you aggregate the numbers.

If you are just looking at individual conversations to find trending stories or to pick out sales leads, free tools might be fine for you. But if you are doing market research, reputation management, campaign effectiveness, product development, or anything that requires you to draw conclusions about groups of conversations, you can’t skimp on the tool.

After all, how much less do you want to pay to get the wrong answer?

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Mike Moran

Mike Moran is an expert in digital marketing, search technology, social media, text analytics, web personalization, and web metrics, who, as a Certified Speaking Professional, regularly makes speaking appearances. Mike’s previous appearances include keynote speaking appearances worldwide. Mike serves as a senior strategist for Converseon, an AI powered consumer intelligence technology and consulting firm. He is also a senior strategist for SoloSegment, a marketing automation software solutions and services firm. Mike also serves as a member of the Board of Directors of SEMPO. Mike spent 30 years at IBM, rising to Distinguished Engineer, an executive-level technical position. Mike held various roles in his IBM career, including eight years at IBM’s customer-facing website, ibm.com, most recently as the Manager of ibm.com Web Experience, where he led 65 information architects, web designers, webmasters, programmers, and technical architects around the world. Mike's newest book is Outside-In Marketing with world-renowned author James Mathewson. He is co-author of the best-selling Search Engine Marketing, Inc. (with fellow search marketing expert Bill Hunt), now in its Third Edition. Mike is also the author of the acclaimed internet marketing book, Do It Wrong Quickly: How the Web Changes the Old Marketing Rules, named one of best business books of 2007 by the Miami Herald. Mike founded and writes for Biznology® and writes regularly for other blogs. In addition to Mike’s broad technical background, he holds an Advanced Certificate in Market Management Practice from the Royal UK Charter Institute of Marketing and is a Visiting Lecturer at the University of Virginia’s Darden School of Business. He also teaches at Rutgers Business School. He is a Senior Fellow at the Society for New Communications Research. Mike worked at ibm.com from 1998 through 2006, pioneering IBM’s successful search marketing program. IBM’s website of over two million pages was a classic “big company” website that has traditionally been difficult to optimize for search marketing. Mike, working with Bill Hunt, developed a strategy for search engine marketing that works for any business, large or small. Moran and Hunt spearheaded IBM’s content improvement that has resulted in dramatic gains in traffic from Google and other internet portals.

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