29039169 How To Build Your Own Social Media Monitoring Service Marshall Sponder Webmetricsguru Dot Com 3 31 2010 V2

Social Influence Monitoring On a Shoestring
Copyright© ʹ Marshall Sponder - 2010, Webmetricsguru.com 3/31/2010
Social Influence
Monitoring On a
Shoestring
March 31
2010
Leveraging what you know and how you use
it that makes Social Monitoring interesting
and insightful.
Covers two sessions and more ͙.
How to Build Your Own Social Media Monitoring Service
Marshall Sponder (Webmetricsguru.com) explains how to
build your own social media monitoring tool using the many
free services available, including Yahoo Pipes, Tattler (a
Drupal module) RSS feeds and Netvibes. This is a non-
technical session.
How to Monitor Sentiment & Benefit from the Insight this
offers
What do people really think about your brand? In this
workshop Marshall Sponder explains the value of sentiment
detection identifies the limitations of sentiment analysis and
provides guidance on how to benefit from sentiment
monitoring.
Special Thanks to Cecilia Pineda Feret for inspiring me to
create this eBook, sharing her ideas and focusing mine.
Marshall Sponder
Webmetricsguru.com
now.seo@gmail.com
@webmetricsguru

Social Influence Monitoring On a Shoestring webmetricsguru.com
Copyright© ʹ Marshall Sponder - 2010, Webmetricsguru.com
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Contents
First Thoughts about Social Monitoring and why it͛s easy and hard..................................................5
What no one tells you .. ...................................................................................................................7
What this means to me....................................................................................................................9
Where we are now ʹ Present to near future - Geo location capabilities of Social Media Tools............11
THE NOW - Location, Location, Location ............................................................................................11
Monitoring Opinion and Rating Sites..............................................................................................14
Build Your Own Social Media Monitoring Service...............................................................................18
Crowded Landscape of Paid and Free Tools ...........................................................................................18
However, for those of you that did come here to learn how to build your own dashboard ʹ here͛s
some ways you could do it.................................................................................................................19
Free vs. Paid Tools .................................................................................................................................19
Method 1 - Using Netvibes to build a Social Media Dashboard.......................................................20
Method 2 - Using Addictomatic for a Social Media Dashboard .......................................................22
Visualizing what you might measure in a Social Media Dashboard you build yourself.....................23
Method 3- Tattler ʹ Build your own͟ open sourced͟ Social Monitoring Platform............................24
Getting your hands dirty with spreadsheets and iGoogle to build your own dashboard..................25
Method 4: Using Social Mention for a quick and dirty way to build your own Social Media
Monitoring Dashboard SocialMention, FeedRinse, Google Reader, and Postrank ...........................48
Method 5: RealMon9 ʹ yet another free social media monitoring platform, runs on Google͛s servers
......................................................................................................................................................50
Method 6: using Yahoo! Pipes........................................................................................................53
Free Social Media Monitoring Tools.......................................................................................................57
Viralheat Social Media Monitoring Review and how it compares with other platforms ......................59
Level of Sophistication in Social Media Monitoring.........................................................................65
SENTIMENT ANALYSIS............................................................................................................................67
Introduction into How to Analyze Sentiment and Benefit from the Insight it Provides ʹ Luke Brynley-
Jones .............................................................................................................................................67
Examples of Flaky Sentiment Analysis: ...........................................................................................68
Flaky Sentiment Analysis - not accurate or useful most of the time........................................................78

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Towards a theory of influence ...............................................................................................................85
Finding Influencers using Social Monitoring...........................................................................................88
Influencer Method 1 ʹ Comparing Social Media Self serve tools ʹ Radian6, Techrigy, Sysomos,
BrandWatch and Biz360 on finding influencers ..............................................................................88
Influencer Method 2: Using Postrank Analytics to find Influential Blogs..........................................96
Influencer Method 3: Using FollowerWonk to find Influentials on Twitter......................................96
Influencer Method 4: Using Klout to find Influentials .....................................................................98
Influencer Method 5: Using TweepSearch to find Influentials.........................................................99
Influencer Method 6: Using TRAACKR to find Influencers .............................................................102
Influencer Method 7: ECairn Conversation & Influencer Mining Social CRM platform ʹ................104
Note: USE the promo code: Vke4e ...............................................................................................104
Influencer Method 8: Using Social Radar to Visualize Influencer Lists ...........................................108
APPENDIX 1 ʹ Answers to Specific Questions (will be updated periodically).........................................112
Q3. How to utilise Smartphone apps for B2B?..............................................................................115
Q4. How to provide ROI on Social Media investments? ................................................................117
Twitter ROI Case Study: Dell Generates $3 Million in Sales Utilizing Twitter .........................117
MeasuringSocialMediaROI:ACaseStudy(Plus:TweettoBeatWinners).......................................................................117
Q4. How to turn measurement into actionable results.................................................................117
How to use Social Media Marketing and Measurement with Smartphone͛s?................................117
APPENDIX B ʹ SOCIAL MEDIA PLATFORMS REVIEWED (IN NO PARTICULAR ORDER).............................118
ADAPTIVE SEMANTICS - http://www.webmetricsguru.com/category/adaptive-semantics/..........118
Alterian Techrigy SM2 - http://www.webmetricsguru.com/category/alterian/.............................120
BrandTology - http://www.webmetricsguru.com/category/brandtology/ ....................................122
Compete Pro .......................................................................................................................................128
First thoughts on Compete.com͛s Category Profiles .....................................................................130
Using Compete.com to find unusual sources of Traffic .................................................................131
Google Wave ...............................................................................................................................132
Google Social Media Monitoring - ͞I͛ve been saying this is coming͟ .............................................134
Big brother and Google͛s entrance into social media monitoring .........................................................134
Social Radar .................................................................................................................................140
Social Radar Comment.................................................................................................................144

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Crimson Hexagon.........................................................................................................................144
ECairn..........................................................................................................................................145
FollowerWonk .............................................................................................................................145
FourSquare ..................................................................................................................................146
Google Local Business Center.......................................................................................................146
Synthesio.....................................................................................................................................150
Identify influencers at post level ..................................................................................................151
Viralheat......................................................................................................................................152
Radian6........................................................................................................................................152
Using Sysomos for keyword research...........................................................................................156
Keyword Research deep dive using Sysomos MAP ʹ.....................................................................161
Facebook Web Analytics Tracking ................................................................................................164
APPENDIX C ʹ CASE STUDIES................................................................................................................166
Havana Central Case Study ʹ opportunity to use Geo Location to build Social Media ROI.............166

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First Thoughts about Social Monitoring and why itǯs easy and hard
Imagine this situation:
A drug is denied approval from the FDA and your PR firm represents a multinational drug
conglomerate needing immediate response and insight required even as news breaks all over
the world ʹ the drug manufactures board meets the next day and requires your reports for
insight on what people are saying and thinking now and guidance on what the next steps should
be based on that information.
I face situations like that often enough ʹ and my first thoughts are ͙͙
How can anyone expect the ͞us͟ to make sense of a rapidly unfolding event when no
one else seems to be able to? (MSM news, other social commentary often comes up
short or stereotyped, and if all we are asked to do is tally it all up ʹeven that is hard)
The second thought I have is ͙ how can we come up with anything insightful under this kind of
pressure and in just a few hours ʹ before the next cycle of news brakes? What if our analysis is
wrong?
Typical message stream (for example, a ͞River of News͟ from Radian6)
Source: River of News Widget ʹ Radian6

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Information is coming from us from the internet much as light is reflected from a crystal in water ʹ with
thousands of reflections playing off one another ʹ but fundamentally we͛re looking at a glass of water is
often lost in the shimmer of crystalline reflections which we often refer to as ͞noise͟.
We get so much news now ʹ it͛s not easy to figure out what the story is ʹ in this caseʹ what do people
believe after the drug delay announcement?
Attempts to ͞summarize͟ news͟ range from Google͛s Living Stories (a discontinued experiment
with the New York Times), Nielsen͛s BlogPulse Key Phrases (Bursty Phases ʹ a listing of all the
most used phases of previous days with the stories and websites associated with the phases).
Blogpulse Key Phrases ʹ March 17th
, 2010 ʹ 407 blog posts were assigned to ͞Happy St.
Patrick͛s Day͟ which assigned those stories a label ʹ something that most Social Media
Platforms fail to do well today. You could tell your boss that this is the chatter about that story
and give it a name. Deriving meaning becomes very challenging if you͛re looking beyond
reporting and into insight.
Some platforms, like Crimson Hexagon, allow you to apply your own labeling to a bunch of stories ʹ
once sufficiently trained, Crimson͛s algorithm attempts go to and find similar stories. But ʹ the analyst
that builds the question and categories is the ultimate determiner of the meaning of what is applies ʹ
meaning the analyst provides the true meaning ʹ the platform is just a focusing method.
For example, Barack Obama͛s speech to Congress last fall on Health Care was analyzed by Crimson
Hexagon (see below); having used the Opinion Monitor for my work at Porter Novelli ʹ I see it͛s
possibilities to summarize information ʹ but it still takes Art to figure out the right questions and the
right categories ʹ along with writing a query that pulls the right data in and then training the algorithm
to properly sort information (just like you train anything).

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Source: Crimson Hexagon Opinion Monitor
What no one tells you ..
There is a learning curve to mastering what Social Listening tools provide and translating collected
information (or signals) into insights for yourself and your customers - this process reminds me of what I
used to do when painting pictures outdoors -
Often I have tried to capture the impressions of what I saw with my eyes and my mind using oil
pastels or oil paints ʹ often I mixed different colors of blue and green on paper and blending
them ʹ I had learnt over the years what colors I needed to mix and the pressure/touch/stroke to
get just exactly the right color I saw on canvas or paper. But if took too long ʹ the sky in front of
me changed and I would have to change my colors to match the new sky colors ʹ and if I took
too long ʹ it became dusk. We might end up being like a cat chasing its own tail, something that
could happen with Listening data as well.

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Marshall Sponder ʹ Oil Pastel on paper 2007 Window View.
Learning how to take the online monitoring tools and craft them into a message or statement requires a
bit of skill and intuition that is often not recognized (more akin to art but with a bit of science mixed in ʹ
but not Rocket Science).
In fact, I think Social Monitoring is like that landscape that has so much information that you need to
understand the story you want to tell (or the painting you want to paint) as you gaze. My favorite artist,
Paul Cezanne often said͙
Painting from nature is not copying the object; it is realizing one's sensations.
"I could paint for a hundred years, a thousand years without stopping and I would still feel as
though I knew nothing."

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What this means to me
Today͛s business person or client requires more precision and useable data ʹ instead of a report.
1. Need to see what you͛re up against before you commit to how long it͛s going to take - a
couple of hours to play with the data and see what we are able to pull up - level of difficulty
involved - tuning a query just to see what we're up against ʹ then we should be able to tell
clients how long it will take.
I think there is a real distinction between administrative type tasks and what
we͛re dealing with in Social Media, where many of the questions require ͞non-
standard͟ answers.
In a related subject of moving from Web Analytics Reporting into real Analysis with a
division between those who is a practitioner vs. those who are pushed into reporting
(listen to the podcast).
Many times there͛s no distinction between what is a ͞report͟ from a traffic or
conversation aspect and digging deeper into the data. This distinction in Web Analytics
reporting vs. analysis isn͛t much different for Social Media Monitoring and the insight
derived from it.
Gary Angel points out that being aggressive at getting to Analysis will yield a great deal
more insight. Analysis takes some of pretty detailed and focused time ʹ you can͛t do
an analysis in one or two hours.
Gary thinks the reason why reporting gets stressed over analysis - too often
organizations don͛t give their analysts time to do analysis and the analyst gets bogged
down on reporting requests. If you want those deeper questions to be answered you
need to recognize people within your organization that are capable of doing deeper
analysis and support them. According to Gary͙
͙͞ from my perspective, nobody will ever get analysis unless they demand it. It
is just often ͞easier͟ to do reporting. The other thing is I see a lot of peoples
time get ͞chewed up͟ in Cycles where they have no time to do anything but
reporting. One of the things about analysis is it takes some pretty detailed,
focused time where you can sit in front of a computer and really work with the
tool and work with the data.
You can͛t do an analysis in an hour or two hours and fit it in between various
meetings. I think for a lot of people out there doing web analytics (as well as
Social Media - Conversation Analysis ʹ Sentiment Analysis) one of the things
that really bedevils them is the organization never gives them space to do
analysis. It͛s always ͞get me this report͟ and ͞get me that report͟ and it͛s
really important that organizations recognize that if they do that to their

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analysts they will really they will really keep their analysts from being
productive on a ͞deeper level͟.
You have to figure out within your organization that can do analysis
and you have to give them the space to do analysis if you want those
deeper questions to get answered.
Social Listening Analytics is a similar, but very different beast from Web Analytics in that the
data is even messier (fuzzier) and more non-standard than it is in Web Analytics. What is
common to both - if everything is exactly the same and you have built up a reporting and
routines - quick turnaround is much more likely - but most of the times, a lot more work
need to go into producing and in PR, time often is not your friend.
2. Another issue ʹ lack of accepted methods to produce analysis and reporting in PR and
Advertising firms.
As the results of a query in SM tools depends on the Query itself, the tools getting "accurate"
data report is open to interpretation - it's impossible to reach that level of precision without a
lot of investment in tools and methodology - investments that many firms are as yet unwilling or
unable to make. I predict by year͛s end, this will no longer be the case as the ROI of Social
Media will be much more obvious than it is now.

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Where we are now ʹ Present to near future - Geo location capabilities of Social Media
Tools
Take the case of Foursquare ʹ here͛s a post I wrote recently about how quickly the game is changing.
THE NOW - Location, Location, Location
The pace of social media monitoring maturation is accelerating and I͛ll even go so far as saying
that many people who don͛t use Social Media now, will have incentives to ʹ because of .the
geo-location, real time nature of the platforms
I predict by year end ʹ a lot more people who never were interested in Social Media ʹ will get
into it ʹ possibly for coupon ʹ or some other real time discount they could not get any other
way.
Take the announcement yesterday of Foursquare and Starbucks Team Up to Offer Customer
Rewards as that is a big deal (I like the NYT post Starbucks Fans Can Become ͚Baristas͛ on
Foursquare as a good source for more information).
Beginning Thursday, latte addicts who visit Starbucks outlets can get more than just a caffeine
fix. They will also be rewarded on Foursquare with a barista badge.
Foursquare - The Barista badge on Foursquare.
Location-based mobile services like Foursquare are at the cutting edge of a transformation in
the way offline businesses and their customers interact, by breaking down the barriers between
the physical and the virtual.
Starbucks has been very active on Facebook, Twitter and other Web sites. In the past, Starbucks
customers could write about Starbucks on these sites, but they were essentially anonymous
when they were in the store.
Starbucks will be rewarding those check-ins ʹ though the rewards haven͛t been fully worked out
yet ʹ I bet they will include free coffee, free drinks, free breakfast, etc͙͙ they will infact , get a
lot of people who don͛t mind sharing their location ʹ to get rewarded for that, in real time, ʹ
and that͛s a game changer.

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Never mind that Starbucks will be able to track all those check ins now with Foursquare New
Tools for Businesses (NYT article has case studies ʹ impressive) or that Facebook Facebook Will
Allow Users to Share Location
For analytics ʹ this is pretty interesting stuff to be collecting ʹ and yes, you will be able to get
Social Media ROI out of it ʹ if you adopt those systems and promote using Facebook, Twitter,
Foursquare, etc ʹ it won͛t be limited to just a few (for example ʹ Hot Potato Tosses A New Site,
API, And iPhone App With Foursquare Integration At You), but a lot of the action will be on the
main hubs ʹ your application can do whatever ʹ but it will need to tie in to Facebook, Twitter,
Foursquare ʹ to be the most useful (the list doesn͛t end there ie: With Its New Release, Gowalla
Expands The Check-In Game (Video) and even Google is adding location when you do searches
both in the mobile version and I even saw it on my desktop/laptop.
So by year end ʹ a whole lot more people are going to be doing what we call Social Media ʹ
things are accelerating faster than predicted and these development are more like the inflection
point of social media and monitoring and online commerce ʹ where now, things are going to
speed up far more rapidly than anyone expected ʹ that͛s my 2 cents worth.
Read more: http://www.webmetricsguru.com/#ixzz0ijbgWl26
Under Creative Commons License: Attribution
Also consider that Foursquare is providing platform for business owners ʹ platforms that your clients will need to
give you access to.
I think Social Media will become easy to track by year͛s end. This is also the year of Social CRM -
tracking and enablement is coming to us.
It͛s only mid-March and it͛s already clear.
First ʹ Foursquare is planning to Offer Up User Data with Check-in Analytics ʹ is already testing it - any
business that wants to will be able to offer coupons to those who check in. I͛m doing an analytics
project for a restaurant chain and this offering of Foursquare is big news for this kind of business.
Here͛s more information from Fast Company:
͙. A new staff page feature also allows venue staffers to see who is currently visiting and communicate with
customers. Notice a regular hasn͛t been in your store in a while? Tweet them about a cool new shirt that just came
in to entice them back.

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And this is just the beginning, according to the company. Tristan Walker, director of foursquare business
development, tells Mashable that big innovations like weather tracking could allows business owners to offer
specials based on real-time events. Imagine ͞It͛s snowing, so come into Joe͛s for a free small coffee with
purchase!͟ popping up on your iphone when you͛re outside freezing and just a block or two away. Hello Joe.
By contacting someone who hasn͛t been in your store for a while ʹ and offering them something in real
time is very powerful ʹ I saw that last week when I posted on Social Media ROI for Restaurants and the
NY Restaurant Show Tweetup and meeting @paulbarron. Here͛s that interaction again:
͙. set up alerts that email me every hour (now it͛s every 10 minutes as of tonight) when the restaurant is named in
any way. As I was in the restaurant I got and alert from a customer who was saying she was in the restaurant ʹ
via Twitter.
As the alert took place in real time ʹ the customer and her friend were given free drinks and discounts ʹ in other
words ʹ we used Social Media and Social Media Monitoring (via Radian6) to reward a customer who was having a
great time ʹ and we made that time better.
And you know what ͙͙ THAT gesture was worth it in my opinion ͙ look what the customer tweeted after the
evening was over ͙..
TWEET FROM: KIMBERLY819
Name: KIMBERLY819 Posted on: Mar 1, 2010 1:07 AM
Followers: 66 Following: 87

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What a GREAT night at Havana Central!!!! My new favorite spot!!
Linkhttp://twitter.com/KIMBERLY819/statuses/9811482654
You want Social Media ROI ʹ you got ROI ʹ a customer for life.
What Foursquare is about to do will make that event happen over and over again ʹ in fact, life could get
very interesting for people who are actively using Social Media. I expect Twitter to follow suit ʹ so we
won͛t just have to depend on using FourSquare (even though FourSquare is great) to be able to take
action in real time. It could be ʹ that many applications will end up becoming real time in this way
specifically.
Read more: http://www.webmetricsguru.com/#ixzz0ijcUJoSW
Monitoring Opinion and Rating Sites
Another Trend that͛s important to track ʹ Online Rating and Opinion sites such as Yelp, CitySearch, Trip
Advisor to name a few ʹ most monitoring platforms do not crawl these sites at all or in a consistent
manner. A quick question to one vendor about this gap provided an interesting reply ʹ
.. We don͛t consider rating and opinion sites to be social media
But if you͛re running a restaurant - most of the monitoring services I covered in this guide don͛t do a
good job covering sites like Yelp, and that is definitely something that needs to change. A few Boutique
services have emerged to fill the gap Social Monitoring platforms have left open including
ReputationRanger.
Almost every problem we have, had or ever will have - has already been solved by someone,
somewhere who had the same or a similar problem and we just don͛t always know it.
Fast forward to the present ʹ I had a problem collecting restaurant reviews and a feeling answers to
the problem I have/ had, already existed somewhere else.
It͛s like that with restaurants ʹ based on the restaurant I͛m working with ʹ
reviewing Yelp, CitySearch, OpenTable, SeamlessWeb, to name a few of restaurant review sites into one
place, and adding additional social media monitoring with semantic analysis ʹ this reporting appeared
last year with Boorah reputation reports for restaurants.

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Note: I suspect Boorah was bought by Intuit ʹ as not all the links work on Boorah and there is a link to
the updated reputation monitoring on Intuit.
One of the reasons to have reputation management automated is to save community managers who
work with social media the task of manually going to rating services and noting reviews for a weekly
or monthly report; this seems like it͛s a prime example of a common task that ought to be automated ʹ
whereas, people are much better focused on engagement and customer loyalty ʹ and if you can find a
solution that avoids having to manually compile all the ratings from Yelp, Citysearch, OpenTable,
SeamlessWeb, etc ʹ into a spreadsheet, so much the better.
Another reason to have reputation management for restaurants automated ʹ most owners and
managers of restaurants don͛t know how to work with social media yet, nor do they have the time or
inclination by default. As a result, the task of monitoring the online reputation of a restaurant or any
business has barely been touched upon by most people.
Besides, I noticed that all the Social Media Monitoring platforms I have looked at do not track Yelp, or
CitySearch, or OpenTable (reservations manager) ʹ even Radian6 does not track Yelp ʹ and adding
Yelp/OpenTable as sources of traffic doesn͛t help (Radian6 allows you to add sources you wish to
monitor that are not tracked by default). So, even if you wanted to use Radian6 to track your
restaurant reviews ʹ you͛d be out of luck, today. The rest of the platforms also fail here ʹ no one got it
right, yet.
Though Boorah doesn͛t appear to work that well anymore ʹ at $99.00 per month, a service
called Reputation Ranger might be the best answer. Here͛s a description from Reputation Ranger͛s site:
Reputation Ranger for Restaurants and Bars tracks review activity on over 40 foods and drink review
websites. We filter out the chatter and deliver all the meaningful and important customer comments to
you in one, easy to understand, reputation report.

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Another solution to reputation management of restaurants is Google Places ʹ see Google Looks Beyond
Review Sites: Now Aggregates Posts from Local Blogs on Place Pages -
The Google Places review acts as a hub ʹ providing links to all the other online review sites and a
summary (excerpt) of what some people have said about the restaurant in each place ʹ but Google͛s
service is not designed to be a monitoring solution .
However, by creating these review aggregation pages, Google magnified a reputation monitoring
problem most restaurants have.

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For users, this means that Google͛s meta-analysis of customer reviews is now able to look at a broader
base of reviews. For businesses, however, this means that they now have to pay more attention to
reviews on blogs. For local bloggers, as Blumenthal rightly points out, this means that their reach and
influence could increase exponentially once Google includes their blogs on these pages.͟
And that gets back to reputation monitoring of restaurant sites ʹ I suspect Social Media Monitoring
platforms will catch up and capture the data from CitySearch, Yelp, etc ʹ but for now ʹ you might want
to try reporting that focuses just on that ʹ like Reputation Ranger.
But since I haven͛t tried Reputation Ranger I can͛t tell you how good it is ʹ but I would welcome the
opportunity to try it.
Read more: http://www.webmetricsguru.com/#ixzz0irksjwHb

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Build Your Own Social Media Monitoring Service
I am providing instructions on how to build your own monitoring platform I don͛t personally think it͛s
worth the effort in most cases. But I wanted to reach out to those who thought there was nothing out
there to help them with their specific needs
Working with a colleague Cecilia Pineda Feret from Havana Central and through the work
we͛ve done with www.HavanaCentral.com - we both concluded there are ample free,
freenium and low cost paid social monitoring tools for most purposes.
While I will show you how to create your own monitoring dashboard ʹ I question if it͛s worth the effort
except for individual cases where the free and low cost tools don͛t provide enough coverage.
However, let͛s explore what exists today while acknowledging the field is changing even as we speak.
Crowded Landscape of Paid and Free Tools
Crowded landscape of paid and free Social Media monitoring tools; many platforms have overlapping
functionality but seldom agree on sentiment analysis, volume and geo-location. The Forrester WaveΡ:
Social Media Listening Platforms released a study early last year measuring market presence, platform offerings
and platform shortcomings, but little else.

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In order to be considered for Forrester͛s study vendors were required to have over $10 million per year in
corporate revenue and a substantial base of enterprise sized clients. Most that we would be talking about for
Monitoring Social Media Bootcamp that are excluded from the study.
Read more: http://www.webmetricsguru.com/#ixzz0hPXLybRi
However, for those of you that did come here to learn how to build your own
dashboard ʹ here͛s some ways you could do it.
Free vs. Paid Tools

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Method 1 - Using Netvibes to build a Social Media Dashboard
If you want to use NetVibes you can ʹ here͛s a good post on how to use NetVibes for your Social Media
Dashboard - http://blog.michaelleis.com/2009/04/diy-social-media-monitoring-dashboards/
According to Michael Leis ʹ
From Google blog search, to SocialMention to Twitter search to backtype; if you͛re
trying to monitor your brand mentions in the social space with or without the aide of
professional tools, you͛re quickly buried under a tabvalanche.
Tabvalanche (tabͻvaͻlanche) n.
Being buried under so many open tabs that it slows your Web browser and
computer to a crawl.
To avoid the Tabvalanche, I recommend Netvibes as a way to make your own social
media dashboard. Netvibes is one of a handful of customizable Web-based start pages
that use widgets. In a space with Pageflakes, iGoogle, and My Yahoo, I find Netvibes the
easiest to use.
Here͛s how you do it:
1. Sign up for a Netvibes account
2. Click the big green ͞Add content͟ button in the upper left of the screen
3. In the sub navigation click ͞Essential widgets.͟
4. On the lower right-hand side of boxes that appear, you͛ll see a button called
͞Web page.͟
5. Enter your search page results URL in the text-entry box that appears (not the
original URL, so instead of ͞http://search.twitter.com͟ you paste
͞http://search.twitter.com/search?q=Hong+Kong+Phooey͟)
Many results pages, like the example above, also offer the RSS version of the search
results. In this case, you͛ll want to substitute clicking the ͞Add a feed͟ button for step
two. Then rinse and repeat for all the services available to search out your brand
mentions. Your computer and productivity will thank you. I have to say, this isn͛t an
original idea by me. Sadly, I can͛t remember where I read this technique originally to
attribute it, but it͛s quite useful.

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This is the kind of dashboard you could build with Netvibes within an hour if you so desire ʹ this
is a Dashboard created by Duct Tape Marketing.
͙͞I quickly set something up on Netvibes (you could do this in iGoogle, MyYahoo,
Pageflakes too) that would allow me to track various Google Alerts, twitter searches,
Boardtracker searches and backtype searches along with my own Facebook, twitter and
LinkedIn activity. There are lots of pre-build widget for things like twitter, but pretty
much anything with an RSS feed can be added to the page. Netvibes is easy to work with
and this might be a nice way to keep it all front and center.͟
This kind of Dashboard works for an individual or small brand ʹ it͛s free and fast to set up. Note
ʹ there are no alerts here but this is easy enough to set up in Google Alerts if needed.

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Method 2 - Using Addictomatic for a Social Media Dashboard
Addictomatic replaces NetVibes ʹ it͛s actually a one step NetVibes without the work of picking feeds ʹ
Addictomatic does it for you and you can view your custom Addictomatic page whenever you want ʹ but
it͛s not private page ʹ so whatever your seeing ʹ someone else can, too.
According to Thomas Trumble
Addictomatic is a nice little tool that I found out about the other day. It͛s a social media search
aggregator that produces a custom webpage of the results and is great for a quick review of
mentions of a term that you input across a variety of social media site. For example, I did a
vanity search for myself and turned up my name on Twitter, Friendfeed, YouTube, Bloglines and
Wordpress.
Addictomatic is not a social media account finder like Spokeo, so it doesn͛t turn up all of the
media that I am producing and posting. Addictomatic aggregates mentions of your query
across social media sites, in this case my name, not the footprint of my profiles across social
media sites. For a quick review of social media buzz, this is a great tool, but it doesn͛t provide
enough depth to make it a tool for much more than that. Use it for snapshots, but look to
other more robust tools for real social media listening and measurement.

Page23
Notice that Thomas mentions Addictomatic lacks depth ʹ you get what you pay for ʹ this is a nice tool
for a simple monitoring solution a small business or individual might want to perform ʹ but is not useful
more much else (but there is a place for this ͞free͟ social media aggregation in small organizations and
non-profits that cannot afford much else).
Visualizing what you might measure in a Social Media Dashboard you build yourself
If you want to get a handle on to monitor ʹ take a look at this diagram above. Whatever you build via
NetVibes or other methods, keep in mind you have a vast and ever changing landscape to monitor.

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Method 3- Tattler ʹ Build your own͟ open sourced͟ Social Monitoring Platform
I investigated Tattler
Tattler main screen
We found Tattler so difficult and un-user friendly that it would take a true enthusiast of this tool to get
anything useful out of it ʹ but once you get used to it ʹ it͛s possible Tattler could, on the face of it,
replace Radian6, Alterian or other such Self Serve platform.
However, since Tattler is open sourced ʹ meaning that the developer communities self develops
a platform, no one is paid to do this, it͛s all volunteer work ʹ it͛s not clear how often or well
Tattler is, could or will be maintained ʹ and who would you go to when you have a problem
with the platform?
Also, the bar is constantly being raised in Social Media ʹ last year ͞monitoring͟ conversations in
Social Media was no so common and people weren͛t sure what was good monitoring vs. not so
good monitoring ͙ self serve and high end Social Media tools are evolving past simply
monitoring conversations to acting on them. As a result, much cheaper platforms such as
ViralHeat.com have evolved that are on par or superior to Tattler at little or no cost ʹ making
the effort of supporting your own Drupal installation of Tattler not really worth the effort for

Page25
most people. In this case, there is too much complexities with what is essentially become a
͞commodity͟ ʹ monitoring online data.
Tattler is probably more work than anything you would it get out of it (all Drupal patches need to be
updated and you must run Tattler on your own server) ʹ but it͛s possible that some organizations could
leverage a tool like Tattler ʹ but we think Tattler is more suitable for a different audience, I think, than
the people here.
Getting your hands dirty with spreadsheets and iGoogle to build your own dashboard
Let͛s say that you do want to build something custom ʹ using iGoogle ʹyou͛re somewhat technical ʹ
you could try an approach such as Marty Weintraub͛s Reputation Monitoring Dashboard (see
http://www.aimclearblog.com/2009/03/16/how-to-build-a-reputation-monitoring-dashboard/)
Note: I have included Marty Weintrub͛s post in this document ʹ I have not personally set this up
but I think it͛s doable by most people attending this conference if they are willing to spend a few
hours working though the instructions.
This is what the end result will look like, a tabbed iGoogle dashboard, graphically customizable and suitable for professional
monitoring.
While there are industry standard paid reputation monitoring tools sporting cool features, any person
or business will made more powerful having someone in the shop able to wire this free puppy up. After
constructing the dashboard outlined in this tutorial, use whatever feed reader you like. Again it͛s
the ethic of comprehensive monitoring by feed that matters here. Let͛s get started:

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Create a Google account if you don͛t already have one.
ͶͶʹ
Open an Excel document and create tabs, segmented by the following reputation
monitoring categories: ͞Brand,͟ ͞Product,͟ ͞Personnel,͟ ͞Competition,͟ ͞Industry
Phrases͟ & ͞Intent Words.͟ We͛re going to make theBig List of keywords to monitor.
ͶͶʹ
Paste ͞correct͟ (the way you say it) brand name permutations into the ͚Brand͛
tab. This is the easiest step of all.

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ͶͶʹ
Open a web browser and navigate to MSN Keyword Mutation Detection Tool. Set a
bookmark, you͛ll be visiting this tool again.
ͶͶʹ
Type in or paste the first brand name keyword on your list. Go
The returns common iterations of a keyword. Copy them.

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ͶͶʹ
Paste them into the brand tab on the Big List. Run the MSN Keyword Mutation
Detection Tool again on the next correct brand word. Run them all. Paste them into the
Big List.
Trellian Keyword Discovery a paid service has my favorite misspellings engine, which we sometimes use
at this point.
However you can totally get by without paid tools. Finding hacks of your brand
keywords is pretty obvious business. Try stream of consciousness brainstorming and
don͛t be afraid of being silly. I can nearly always duplicate KW discovery misspellings by
just free-forming. Add these brand name keyword permutations to the Big List.

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Another great place to find insight regarding brand permutations is the organic analytics
from your site. Here we drill into ever-ubiquitous Google Analytics. (Of course you
actually have to have been running analytics on the site prior) Click on Traffic Sources.
Click ͞Keywords͟

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View traffic from paid and non paid brand search keywords. Select non-paid for
organic. [Please note: PPC data on phrase or broad match keywords often yields useful
permutations as well.]
ͶͶʹ
Grab any heretofore undiscovered permutations by copying.

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ͶͶʹ
Paste in any brand keywords noted from analytics to the Big List. Now it͛s safe to say
that we have most brand permutations.
ͶͶʹ
When done with brand keywords, repeat this process for every product to populate
the Products Tab of the Excel Big List. Sure it͛s time consuming, but take the time and it
will be well worth the effort.
Do the products tab of the Big List now͙

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Update on Progress! There are 4 tabs on our big list remaining, ͞Competition,͟
͞Personnel,͟ ͞Industry͟ & ͞Intent.͟
͞Personnel͟ Tab of Big List
͞Personnel͟ refers to C-Level executives, public spokespeople or anyone else we͛d like to monitor.
Often times this includes competitors primaries. There͛s no need to go crazy with misspellings unless
someone͛s name is complicated. Just be sure to call ͞Russ͟ ͞Russell͟ and other extremely obvious
nicknames. In our experience, overdoing scan-width does not equal finding much more dirt.
͞Competition͟ Tab of Big List
Monitoring your competition is useful for defending your own brands and products. We keep an eye on
competitive brands by the same segments by which we monitor our own: ͞Brand,͟ ͞Product,͟
͞Personnel,͟ etc͙
y Discover competitors͛ promotional efforts as soon as possible
y Find their weaknesses, liabilities and advise your marketing efforts to best exploit the
information.
y Learn about new important products and product categories.

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Finding Industry phrases are by classic keyword research process. Fire up the External
Google Keyword Tool. We͛ll this Google PPC inventory tool to find keywords SO
commonly searched for, that they can be considered an ͞industry category͟ word. Short
Short Short Tail = Industry
Finding Category Words
Type in as many categories as you know about in regards to your business. When in
doubt, use a thesaurus (for stemming). Make sure to check the ͞Use Synonyms͟ box,
which will add Google͛s stemming insight to the results.
ͶͶʹ
͞Get Keyword Ideas͟ after confirming that you͛re human.

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Click on ͞Sort by average volume.͟
Add the top 3-5 to the keyword bucket. They͛re your industry category words for the
Big List.

Page35
ͶͶʹ
Export to spread a .CSV file.
Copy From Exported Spread Sheet and Add To Big List Under the Industry Tab.
The final tab for this dashboard build is for ͞Intent͟ phrases. Think about different
ways customers say ͞you͛re great,͟ ͞you suck͟ or ask for information with longer
phrases. There͛s no need to go crazy with variations on the same keywords (singular,
plural, etc͙). Intent phrases are very long tail in themselves.
ͶͶʹ
Building the Dashboard

Page36
Now leave the Big List aside. Open your igoogle dashboard. (Make sure you͛re logged
into Google and go to http://www.google.com/ig.) If you already use iGoogle, you͛ll see
your iGoogle homepage. Don͛t worry, you won͛t lose it. This is as simple as adding new
tabs in iGoogle, corresponding to the Big List tabs in the Excel doc.
Add a New iGoogle Tab
Name the Tab ͞Brand.͟

Page37
ͶͶʹ
Create New iGoogle Tabs to Match the Big List Excel Tabs
Now it͛s time to set up our keyword feed subscriptions. Set Up First Google Alert. Go
to Google Alerts and click ͞New Alert.͟

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Type or paste in you first word. Sorry you have to set these up 1 at a time for EVERY
word on all tabs. 1 Word at a time, starting with you brand keywords, create alerts.
Choose ͞comprehensive͟ meaning all Google channels. Choose the ͞feed͟ and ͞as it
happens͟ options.
ͶͶʹ
Right click and copy the link location of the of orange RSS button

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ͶͶʹ
To get around a Google bug in some browsers, ͞clean͟ the URL you just copied by
opening new FireFox tab.
ͶͶʹ
Paste in URL copied from RSS button and hit ͞return.͟ (This cleaning step is only
needed, for some odd reason, when using Google.)
͞Subscribe to this feed using ͞using Google͟ as feed reader. Check ͞Always use Google
to subscribe to feeds͟ and click ͞Subscribe Now.͟
Select ͞Add to Google homepage.͟ ͞Google Homepage͟ is another word for iGoogle.

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Congratulations, you͛ve created your first iGoogle reputation monitoring gadget. You͛ll
see the new gadget added to the iGoogle dashboard on whatever tab you have selected.
Cool!
ͶͶʹ
Create Alert for next word on the Big List.
We͛ll review. Let͛s go through the steps again to add a Google Alert to iGoogle for your
second brand word. Click ͞New Alert.͟

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Paste your next word into Google Alerts. Note: Two or more words require quotations.
You know the drill!
The options are: Comprehensive, Feed, as it Happens, then click ͞Create Alert.͟
Copy address of orange RSS button with right click

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Don͛t forget that pesky Google Bug! Clean the URL, open new FireFox tab and paste the
URL.
ͶͶʹ
Paste in URL copied from RSS button. Hit ͞return͟ on your computer͛s keyboard.
Add to Google homepage.
New reputation monitoring gadget in iGoogle

Page43
FYI, There are cool gadget settings, available by clicking on any gadget͛s little down
facing triangle. Edit your settings.
Increase the number of feed Alerts displayed.

Page44
One by one, add all the words on the Big List to the appropriate iGoogle tab.
Other search services (other than Google) offer keyword level subscriptions. Twitter is quickly becoming
an essential channel to monitor. Navigate to http://search.twitter.com.
It͛s really easy to subscribe to twitter search feeds using iGoogle. While there͛s
standalone API applications like TweetDeck to watch feeds real-time. Many business
folks want Twitter chatter included in their dashboard next to Google alerts.
Search for your keyword in Twitter Search.
No need to clean, just click on ͚Feed for this query͛
Add to Google homepage (iGoogle)

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The gadgets are beginning to add up.
Technorati is another blog search service, where posts are indexed
that sometimes Google does not pick up. Not every blog is in Google blog search.
Technorati offers keyword level subscriptions by RSS. Subscribe to the entire Big List
in Technorati.
What you can͛t see can hurt you. Hidden behind user names and passwords, some
forums and message board communities don͛t allow Google to index them. Some push
to opt-in to board aggregation services making these walled Garden sites͛ chatter
searchable and, you guessed it, subscribed by feed.
BoardReader is a useful search utility, forums opt in to that picks up keyword mentions
that Google does not see.
Search BoardReader for a keyword.

Page46
Once results are returned, sort SERPs by ͞Freshness.͟
Click on RSS button

Page47
The board reader results are on the iGoogle dashboard not too.
There you have it, your sweet reputation management dashboard is beginning to fill
out.
Interpretation tips:
y Skim the dashboard at pre-defined intervals.
y Don͛t click on every link.
y Hover over to get text abstract, follow if relevant, use your brain and check it out!
y Ignore spam as much as possible.
y Set up mission critical keywords as email alerts for archiving and fast notification.
Subscribe to any keyword twice, once by feed and once by Google Email Alert. Not
every channel provides email alerts. Third party tools make it possible in some
channels like TweetBeep does for Twitter.
y Each search channel has a somewhat unique method to generate feed subscription
links for keywords, including 3rd party tools to create RSS feeds for keyword level
searches. Just figure out how to add new channels.
y Remember, iGoogle is just one feed reader. Use the reader of your choice if you
already have a comfort level.
y iGoogle can be customized graphically with Artist Themes and Developers Tools. It͛s
actually pretty amazing to have tools like this totally for free.
This long method of setting up your own reputation dashboard is but one way to do it.

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Method 4: Using Social Mention for a quick and dirty way to build your own Social Media Monitoring
Dashboard SocialMention, FeedRinse, Google Reader, and Postrank
Another way to approach building your own dashboard is to use several free services:
SocialMention, FeedRinse, Google Reader, and AideRSS.
Refer to http://www.buzzstream.com/blog/social-media-monitoring.html
A caveat mentioned is that we don͛t know how complete or even ͞good͟ the data we͛re pulling is ʹ
though we can rank it via PostRank (AideRSS was bought by PostRank a while back).

Page49
Overall, the results of using SocialMention and Google Reader were pretty good ʹ especially when I used
Geo-location (i.e.: Havana Central + new +York+city). With a bit of work and upkeep it͛s possible to
also Top Users (for Influencers, Sentiment, Keywords and Twitter Hashtags for further processing).
However, crucial information about users is missing that would make it more useful, and with all the
issues around sentiment analysis, in general, the sentiment of Social Mention is probably not good
enough to go to the bank with.
Once you get your data into Google Reader ʹ or iGoogle or NetVibes, etc , the results aren͛t tagged (so
you͛d have to do that yourself) and there͛s not ability to graph the charts ʹ but if all you need is
reputation monitoring and you don͛t have queries that change ʹ and you don͛t need alerts ʹ and you
don͛t want to spend any money ʹ this solution works.

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Method 5: RealMon9 ʹ yet another free social media monitoring platform, runs on Google͛s servers
http://www.webmetricsguru.com/archives/2010/02/commoditized-social-communications-monitoring-
web2express/
If you just wait long enough ʹ Google will enter the Social Media Monitoring space ʹ but in a way, they
already have, indirectly, though their developers using Google͛s servers and application frameworks.
Recently I mentioned Google͛s entrance into Social Media Monitoring (refer to my long post with Cecilia
Pinada Feret on ͞I͛ve been saying this is coming͟ ʹ Big Brother & Google͛s Entrance into Social Media
Monitoring ʹ from MyCustomer.com) but in a way, they have already entered into this space - or, at
least, their infrastructure and code has, via Google Apps, t hanks to a tip from Luke
at OurSocialTimes.com who is also producing Monitoring Social Media BootCamp on March 31st 2010
that I͛ll be speaking at (hope you come if your nearby at the time).
͙thought you might be interested in this: http://realmon9.appspot.com/ It͛s a Google App for
monitoring (only in test mode) ʹ but cool huh!
Cool indeed! Mind you, there͛s a big difference between a Google Apps Developer getting into Social
Communications Monitoring ʹ and Google ʹ the 900 pound gorilla doing it ʹ but I bet Google is
watching ͙. waiting ͙ and listening ͙..
The real question isn͛t about what to build to monitor conversations ʹ that͛s over; it͛s about what to
choose ʹ choice and value. The information itself is free and potentially valueless (not to say it has no
value ʹ but the only meaning it actually has is in how it͛s delivered).
Think of tubes of paint in the Art Store ʹ before anything is produced ʹ looking and even smelling the art
supplies ʹ that͛s marvelous ʹ but once you open up the tubes of paint and apply color to canvas - its

Page51
what you do with the information that is meaningful ʹ and it͛s part of the factor of weather the Art is
appreciated can collected, or not. Social Information is like that tube of paint you so want to use ʹ but
means nothing without the right context.
So Social Monitoring is a commodity ʹ when you have Viralheat and Andy Beal͛s Trackur in the room,
doing good stuff for free or for a few bucks a month ʹ just collecting data is a given ʹ it͛s what you do
with that information that now counts, and what I͛ll cover in depth in London next month.
Now that we have someone building Social Media Monitoring formally on Google͛s Infrastructure ʹ can
Google, itself, be far behind? Does anyone still doubt that Google will dip their foot in our pond? I don͛t
ʹ because they already are ʹ it͛s just a matter of degree, now. Let͛s take a closer hood at Web2express
provides the following custom services for social media monitoring:
First, Web2Expres s is powered by and is free.
All the great stuff that Radian6 did with Salesforce.com and WebTrends last year is likely going to be
free, free, free ͙ this year ʹ the advantage will come from how the data is packaged. In fact, the only

Page52
thing we͛re going to end up having to pay for is Time ʹ the time it takes to create meaning from this
data.
As a use case study ʹ the makes of Web2Express are monitoring the monitors themselves, Radian6,
Sysomos, Scout Labs, etc ͙͙ just take a look (need to login using your Google Account). I don͛t mean to
make an ant into a molehill here ʹ but we can not but look at this as the attempt of someone who wants
to enter the monitoring space with a free service that others are paying for. How is that going to play
out later this year and into next?
I don͛t see any sentiment analysis ʹ but I do see market segmentation ʹ even though I cannot really do
with this information yet.
Read more: http://www.webmetricsguru.com/#ixzz0iqFhF1o3

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Method 6: using Yahoo! Pipes
I͛m not a fan of using Yahoo! Pipes for a Social Media dashboard but thought to include an example of
Yahoo! Pipes for Monitoring Social Media Bootcamp.
Example: http://pipes.yahoo.com/update_maker/social_media_fire_hose
As you can see ʹ you get what you pay for ʹ the Yahoo! Pipes Social Media Firehouse is entertaining, for
sure, but it͛s questionable if such a tool can be trusted (judging from above).
Rather than build any pipes ʹ which run slow (but they do create RSS feeds and/or SMS messages ʹ
there is an excellent collection of Monitoring Pipes available already -
http://www.searchenginejournal.com/5-useful-yahoo-pipes-to-monitor-your-brand/14320/
Here͛s the post my Ann Smarty that outlines the 5 most popular Yahoo! Pipes for Social Monitoring

Page54
After Yahoo! SiteExplorer and Flickr, Yahoo! Pipes is the third reason why I love Yahoo! so much.
Surprisingly, I come across too many people who have no idea how to use Yahoo! Pipes and what one
can do with them.
This post is meant remind us of some huge possibilities behind the tool: here are 5 great Yahoo! Pipes
that can be used for brand monitoring for competitive research and reputation management:
Pipe URL Aggregated sites Best feature
Social Media
Firehose
yahoo.com,
google.com, technorati.com,
twitter.com, blogspot.com,
youtube.com,
wordpress.com
Search for
multiple terms
at a time
(comma
separated)
Conventional &
Social Media
Tracker
News sites [Google, Yahoo, Live];
Blogs [Google Blog Search,
Bloglines, Wordpress blog search,
Technorati]; Social media [Twitter,
Friendfeed, Youtube, Digg,
Metafilter, Wired]
Set the
timeframe
Social Site
Submission
Watch Dog
Digg, Reddit
Domain
backlinks from
social media
sites
Content
Keyword RSS
Digg, Technorati, Yahoo News,
PRWeb, and Google News
Filters out
identical
content
Meta Search
Alerts
Del.icio.us, Findory, Flickr, Google
Blog Search, Google News, Google
Search, Icerocket, Live Search,
Technorati, Yahoo News, Yahoo
Filters out
duplicate URLs

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Search
Social Media Firehose is a social media search for tracking brand or product mentions on a number of
social media sites, including flickr, twitter, friendfeed, digg etc. It allows to filter your search by location
and to block any domain or phrases from search.
Conventional & Social Media Tracker combs through multiple blog and social media search engines and
also allows you to filter results based on dates published.
Social Site Submission Watch Dog keeps track of your domain submissions to Digg and Reddit.

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Content Keyword RSS aggregates news sources from multiple sites such as Digg, Technorati, Yahoo
News, PRWeb, and Google News, compares content, removing same stories and outputting a unique
RSS feed and also allowing you to set how many entries the feed can contain.
Meta Search Alerts aggregates search results from a number of sources and ensures all the URLs are
unique.

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Free Social Media Monitoring Tools
There are a number of free tools that provide a partial solution to Social Media Monitoring ʹ these are
all tools that you had to pay for as recently as a few months ago.
Every day there new stuff happening ʹ take today ʹ Andy Beal announced Trackur Free Version Of Its
formally paid only Social Media Monitoring Tool you can use it free, as long as all your doing is a single
search ʹ that is one smart offer and he͛s going to get a lot of people to sign up ʹ and I just did.
Having said that ʹ Trackur͛s functionality is so basic, just one or two cuts above Google Alerts ʹ I find it
hard to imagine myself using it ʹ but for someone that is not technical and just wants some basic
information I think the price is right (free).
Maybe I͛m missing something ʹ I͛m not even seeing email alerts (which is what Google Alerts does) so
to say Trackur is Google Alerts on steroids seems to be missing the point that doesn͛t alert me about
anything.
Would I pay for it if it wasn͛t free (for one search) ʹ maybe ͙ but then again, with Viralheat just coming
into the picture ʹ you can get so much more from Viralheat than you can get from Tracker ʹ if I really
only had a few dollars to spend a month ʹ I͛d rather spend it with Viral Heat than going over to Trackur ʹ
but that͛s just my opinion. At least I could do some kind of analysis with Viralheat ʹ not sure if Trackur
lends it self to a measurement perspective ʹ at least, not today.
But you can drill down and get more information on each item in your feed that your monitoring ʹ and
you can͛t do that with Google Alerts ʹ granted.

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I like the ͞share this article͟ link on each item ʹ that͛s a good idea and Trackur calculates an influence
score, again, which Google Alerts does not do.
I have a problem with the way influence is calculated ʹ the TrackurRank seems bogus ʹ built on metrics
that don͛t really add up to influence, like a bunch of links and blog mentions ʹ at best, both are
extremely shaky proxies for influence.
But ͙ but ͙. Trackur is free ʹ at least, for one search and if your needs are really basic ʹ and I mean,
really basic ʹ I think this is a good basic package ʹ a very, very basic package. I͛m almost tempted to say
that if you are going to use Trackur you could have easily just used Google Alerts ʹ but that is just me.
Also, I heard about a new tool called SocialWebAnalyzer that just examines your social media presence
and I put in my own website ʹ webmetricsguru.com (this blog). There͛s a lot of link statistics and I͛m
not sure how much I͛ll use this tool but thought my readers might want to know about both
developments.
Read more: http://www.webmetricsguru.com/#ixzz0henD2mP3

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Viralheat Social Media Monitoring Review and how it compares with other platforms
Read more: http://www.webmetricsguru.com/#ixzz0ijMAm1Ol
I͛m currently evaluating ViralHeat and trying to make up my mind on how it fits into the Social Media Monitoring
space, I had an free account for close to a week and was made aware of ViralHeat͛s relaunch by Jason Falls who I
saw two weeks ago at Event Camp here in NYC. Jason wrote a post last week on Viralheat Plants Stake As
Affordable Social Media Monitoring Solution.
Note to myself: This week I was thinking a lot about what it takes to effectively work with and use a social media monitoring platform
and decided it takes a bit of time and working out on practical applications to get a real sense of how useful it would be to own it or
what the full limitations are. To be fair I had that opportunity withRadian6 and Sysomos and not so much with Viralheat.
However, Raj and Vishal who started Viralheat.com have given me another month to evaluate their platform and I will put it through
it͛s paces, but also talk about what I actually see and think of it.
Given Viralheat is a lot less expensive than any of the other Social Media Monitoring platforms I͛ve reviewed-
almost anything they come up with makes them a better value for the money than the others if price were the
main issue ʹ but it͛s not as simple as that, not a black or white situation.
For example, Google Alerts is free, and essentially provides the same functionality as ViralHeat (minus the
dashboards, historical data once the profile is running and community sharing) but replicating the dashboard
feature manually with Google Alerts would be lot of work and time is money.
Still, if it were all about 29.00 per month for 20 profiles/keyword searches vs. several hundred per month for one
topic profile per month (Radian6/Alterian/BrandWatch, etc) no one would buy anything ʹ since it͛s all free ʹ and
there is a lot of added value the platforms I just listed.
And then there͛s Google, the eight hundred pound Gorilla and big Pink Elephant in the room ʹ I bet you anything some smart
programmer at Google is creating the PR Dashboard of the future in a Mountain View office right now, using their 20% free time,
plugging in using Google Alerts with a nice charting application ʹ and it͛s all ready to drop into public view just as soon as Google
Corporate decides to release it - and it will be totally free and will have alerts, have charting ʹ have Google Analytics, forecasting and
trending and draw upon Google͛s Industry Segmentation information (in Google Analytics now) ʹ and be better than many of the
platforms on the market now. I said as much in the article I cowrote with Cecilia Pinada Feret at MyCustomer.com a few weeks ago
and republished on my blog ͞I͛ve been saying this is coming͟ ʹ Big Brother & Google͛s Entrance into Social Media Monitoring ʹ from
MyCustomer.com.
So, my first impression is that Viralheat looks really good ʹ at this moment ʹ but remember ʹ as information
becomes a commodity it can quickly evolve to the point when no one will want to pay for anything, much as
Google Analytics is priced today (free) and supported by advertisers and publishers indirectly.
Still, what does Viralheat offer and why is it a bargin and the low prices it͛s being offered at?
I created a few profiles and noted the data did not update immediately ʹ that threw me off at first, since I͛m used
to getting information back from Radian6 immediately and from Techrigy within an hour or so, though
BrandWatch.com can take up to a day, and so with Viralheat, nothing comes back right away ʹ at least, not for the
profiles I set up ʹ but within 24 hours, data was being collected and displayed regularly.

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On the face of it, this dashboard looks good. Digging in deeper I examined the details of the profile I set up (yes,
it͛s a Cuban restaurant) I didn͛t see anything on the Facebook page for the restaurant (Radian6 would have shown
me this) and I could add the Facebook page as a source, which I can͛t do in Viralheat. A quick question to
ViralHeat͛s Customer Service, Raj Kadam, CEO of Viralheat ʹ replied within 30 minutes of my request told me what
I needed to know:
Hi,
Can you give us the link to the Facebook page? By the way, why are you not using Facebook Insights for your metrics? The sole purpose
of Facebook Pages in Viralheat is for you to discover new pages or posts where you can engage audiences and give you a general lay of
the land. For example, if you are running a Cuban restaurant, you can put ͞Cuban food͟ and then discovery influential places on
facebook where people hang out talking about Cuban food. That gives you a chance to engage those audiences and drive more
business.
Let me know your thoughts?
Regards,
Raj Kadam
CEO, Viralheat Inc.
Viralheat is not going to try to replicate Sysomos which can get at the Facebook Fan pages you administer (via
Sysomos Heartbeat) or Radian6, which can get the public postings off the same page ʹ they assumed if you care
about your Facebook metrics, and it͛s your page ʹ you have access to Facebook Insights and can get the data for
yourself. Rather ʹ Viralheat is focused on helping you uncover content where you as the content creator, can
reach out to and grow your brand presence online.
But then, Viralheat doesn͛t offer you any CRM, Workflow administration and tracking that a more expensive
system might offer ʹ but since this is a very low priced, inexpensive platform ʹ perhaps having workflow and CRM
modules is not as important to the audience who would use it. And, you can still share a social media mention
with a friend via email and contact the author of a social mention in Twitter or Blog, etc ʹ but that͛s not Social CRM
(still, it͛s pretty darn good for the money).

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And in that sense, Viralheat is a good deal ʹ it͛s cheap and it does what it was designed to do ʹ it͛s just not the
same exact thing that some of the more expensive platforms do ʹ but that͛s maybe that͛s ok if your getting started
and don͛t have the budget for more.
I found one area ViralHeat is superior to the other platforms ʹthey freely open their API to anyone who wants to pull data from it -
ViralHeat is much like Compete.com ʹ in the sharing of it͛s data with several application vendors ʹ and this feature has proven to be
very popular and drive api calls to Compete.com and links back from the services using it (I know Ask.com used Compete.com for stats
a while back, but several others have since).
In fact, I͛ll go on record - Compete.com should approach Viralheat and ask them if they can use the Viralheat.com API to pull in
Social Media data to complement Compete.com.
I know Compete is owned by TNS ʹ which could have done the same thing for Compete ʹ except, by doing so they͛d be undercutting
their paid intelligence whereas using ViralHeat, they would not have that same problem.
I͛ve discussed this idea of merging a buzz monitoring platform with Compete before with them (but with a different vendor in mind)
but I have no idea if they plan to implement it ʹ but it would be great if they did.
Viralheat is also monitoring Google Buzz, as is Radian6 and several others ʹ here͛s a video of the features of
Viralheat:
There are Influencer lists, which it strikes me is really the same thing as what Radian6 River of News and collecting
the follower/following count and other statistic (from Compete.com, ironically) where you can rank influence -and
in the Influencer Widget that Radian6 provides.
Also, there is sentiment analysis ʹ but upon closer examination ʹ it has the same problems most of the other
platforms I͛ve looked at have ʹ and Viralheat is careful to phase negative sentiment as ͞potentially negative
sentiment͟ ʹ they won͛t come out and declare it since they know they will be wrong a good deal of the time ʹ and
so it is ʹ look at the results below for negative sentiment and Cuban food ʹ how many of them are really negative

Page62
about Cuban food?
I can͛t really say any of the tweets above are negative ʹ in fact, most of them are just the reverse- maybe what we
should be measuring (since we can͛t do sentiment well on these platforms) is intensity of emotion - that kinda
can be done -and at least you can decide to look at ͞intense opinions͟ and decide what you want to do with them,
if your so inclined.
Noticed you can also get details on what the system considers to be influencers.
The Viralheat influencer list is probably not any better than what anyone else can come with but ʹ again, if cost is
your main consideration ʹ than it͛s good enough. And at the lower price of 29 dollars per month I can see my data
on a weekly basis only ʹ I have to upgrade to get a monthly view.
I also noticed I could add other public profiles to my own ʹ and the data is updated quickly and I͛m noting again
how much more of a community platform this is than, say Radian6, Sysomos or Biz360 (though BrandWatch does
appear to have a community aspect built in as most of the queries are public).
But then again, there is no definitions or standards around what Viralheat is publishing as metrics ʹ and this could
be a problem.

Page63
For example, what is the ͞weekly impact͟? How is it calculated ʹ is this the total amount of content that Viralheat
monitored over a week͛s time with my keywords in it? If so, how does that help me ʹ what can I do with that
information?
Jason Falls weighs in:
The sexy metric I noticed that isn͛t as easy to find, though is probably available in other services, is the ͞Total Impact͟ which seems to
essentially be an eyeball count. While that metric alone is flawed and not something you should focus on, the C-level folks like telling
their chums over lobster bisque, ͞Our Tweeter presence reached 14.5 million people last month.͟ (Which is what Dell͛s ͞impact͟
was according to the charts I saw during my demo.)
But then, Viralheat would be playing into the the problems we͛re trying to escape from ʹ of viewing Social Media
as a broadcast medium and counting impressions and eyeballs ʹ they͛re offering you this flawed metric in case you
want it.
Since I can͛t compare my brand with someone elses in this platform unless I export my brand and my competitors
into Excel and spend a few hours mashing up all the comparisons myself (you get what you pay for, essentially) -
how would i benefit by knowing how much of the total mentions of my keywords are from me - esp if I͛m a small
business that can͛t afford to spend more than 29 bucks a month, or a little more for the deluxe version?
And because small businesses that would buy a Viralheat probably aren͛t into spending a lot of time messaging the
data ʹ the good stuff it could provide probably won͛t be accessed ʹ since anyone that buy this platform will
probably not be willing to hire an analyst to get insight from it ʹ the same thing that happened with Google
Analytics, by the way.
When we get to the point where a platform costs next to 0 dollars, with data as a commodity, there is no incentive to drive deep
analysis from it ʹ no desire to staff up for it ʹ no investment in the process ʹ essentially Google fueled that trend by making all it͛s tools
appear to be free.
By we know, as my friend Avinash Kaushik pointed out many times before, that it͛s the analyst that creates value and meaning in the
data ʹ but what kind of value and meaning will anyone want to put on cheap data that costs nothing but which you must put a lot of
work into to get much meaningful ʹ in the context of your business? Nothing ʹ that͛s right ʹ 0. If you buy Viralheat, you don͛t care
about investment ʹ you just want charts and alerts for next to nothing ʹ intelligence ͙. well ͙. maybe in version 2.
Unique authors might be more helpful ʹ except I͛m getting all the authors about Cuban food, though I suppose I
could have written my query to include the brand name (in fact, I did, but it͛s still updating the data ʹ I͛m thinking
it might take a day to reflect the changes).

Page64
And while Viralheat says they are covering Twitter, Facebook, Blogs, Videos, in practice, I͛m not seeing all that data
coming in yet ʹ and my profile for the Cuban restaurant was running for almost a week ʹ and with alerts too
(which I can setup). Mind you, my query was quite simple and should have picked up something ʹ the other
platforms did ʹ I have a similar one running on Radian6 for the last year.
So at the end of the day ʹ how useful is a platform like Viralheat?
I think, today, I would not use this platform if I cared about the accuracy of the results or the dependability or getting all the
information out there ʹ it͛s a good first attempt at reaching out into the territory of the other platforms I reviewed, but it needs
another 6 months to a year to mature.
Also, I don͛t want to close without talking about Geo-location. In my profile I can select the nearness to a certain
location I want to see results on.
First, I don͛t know how well this works ʹ and second ʹ changing the radius doesn͛t update the results in real time ..
again, I got what I paid for.
In other words, I can͛t do any serious analysis on the data ʹ and qet questions answered in real time ʹ because I͛m
paying for el cheapo package ʹ which hampers my analytics ͞what if͟ skills and abilities.
So this platform isn͛t really for me ʹ it͛s too basic, too rigid in it͛s ability to recast the data in any kind of real time
so I can work through some ideas ʹ and unsuitable, at this time, for serious analysis work.

Page65
But, if you don͛t need to do alot of analysis ʹ maybe this platform is OK.
Read more: http://www.webmetricsguru.com/#ixzz0ijLu8Q5m
Level of Sophistication in Social Media Monitoring
Just read Jeremiah Owyang͛s Social Technology Buyers Matrix: Broad vs. Specialized vs. Do It Yourself
where he mentions another way to look at purchasing web technology such as listening systems (I͛ve
been spending a lot of time looking at listening systems such as Radian6, Sysomos, Techrigy,
BrandWatch,Biz360, Viralheat, Scout Labs, etc, etc, etc).
Didn͛t occur to me to look at Radian6, for example, and say ʹ this platform is the way it is because it͛s
aimed at a broad market (it has a lot of features and reports ʹ maybe the one you want, maybe not ʹ
but it can fit in a lot of organizations) vs. something more specialized that is better at a few things but
not really for everyone such as INgage (which I have no experience with ʹ or a solution like
HotGrinds.com, which is mostly for hotels and automotive businesses).
I think it͛s worth categorizing the solutions I͛ve talked about so far that way, as well as in the more
technical comparisons between their features.
Here͛s the grid that was presented in Jeremiah Owyang͛s post.
Social Technology Buyers Matrix: Self Serve vs. Broad vs. Specialized vs. Do It Yourself
What it is Examples Benefits Downsides
Self Serve
& Free
Get platform
and provide
own analysis
Radian6,
Alterian/Techrigy,
Sysomos, etc.
Flexibility Lack of intelligence
Broad
Technology or
service
vendors that
serve a variety
of industries
without a
specific focus,
Buzzmetrics, Radian
6, Visible Technologies,
Cymfony offer a range of
services that can be use
with any variety of
industries. On the
community platform
side, Jive, Telligent,
Mzinga, Awareness,
Liveworld* can meet the
needs of many
enterprises.
Wide deployment ensures
that the scope can spread
to a large set of sites to
crawl. In most cases, these
companies can scale, and
have a broad base of
clients to learn from.
Configuration and
specialization for
your particular
market may
require setup costs
and configuration
efforts. While
features may go
wide ʹnot all will
be needed for your
specific customer
socialgraphic
behaviors and

Page66
industry usage.
Specialized
Technology or
service
vendors that
offer vertical
(or industry)
specific skills,
honed in on a
unique market
need.
In the brand monitoring
space, Revinate offers
specific brand monitoring
for the hospitality
industry, and Kickapps*,
Pluck, and Cisco EOS*,
offer solutions for the
media vertical and
recently rebranded INgage
networks has long history
of serving Government ʹ
although they are moving
to the broad category.
Faster deployment and
features and deployments
are pre-customized for
deployment. Experienced
teams that truly get the
nuances of your particular
industry.
Vendors may not
be able to go
broader, feature
set may become
limited when it
comes to scaling.
Sometimes
specialization
increases costs of
goods and services.
Do It
Yourself
(DIY)
Rather than
rely on
vendors, many
companies
prefer to build
their own
social media
tools and
processes and
integrate with
legacy CMS
and WMS
systems.
A variety of brands have
bolted on social features
to their corporate website
using BBS systems,
Wordpress, or Drupal like
platforms with extensive
customization. Or,
developers that build
custom installations on
.net, jsp, php, and other
software languages and
frameworks.
Reduced up front cost and
custom tailored
integration with existing
systems. A controlled
environment not
dependent on the product
roadmaps of
other SaaS companies and
increased security
measures.
Constant
rejiggering of
features as the
outside technology
space innovates
quickly. Often the
soft costs and
internal
maintenance isn͛t
always accounted
for up front, and
innovating new
features are often
not native to
corporations.
Read more: http://www.webmetricsguru.com/#ixzz0hYfHcRFr

Page67
SENTIMENT ANALYSIS
Introduction into How to Analyze Sentiment and Benefit from the Insight it Provides ʹ Luke
Brynley-Jones
With just two weeks until Monitoring Social Media Bootcamp, we thought we͛d give you a taste of the
event with a series of posts about the workshops we͛ll be having. First up is Marshall Sponder͛s session
called ͞How to Monitor Sentiment and Benefit from the Insight this provides͟.
Marshall has spent much of the last ten years trying out various social media monitoring solutions and
sentiment is one of his favorite topics. In this workshop he aims to explain, in layman͛s terms, how best
to use the sentiment analysis features of social media monitoring tools, how to make sense of the
results they produce and how to create value from this knowledge.
First off, Marshall will analyse the different approaches to sentiment from some of the leading
monitoring solutions on the market, including Brandwatch, Scoutlabs, Radian6, Sysomos, Crimson
Hexagon and Alterian (SM2). He will also demonstrate the differences in sentiment analysis results that
these solutions can produce from essentially the same data. Scary stuff if you͛re paying good money for
comprehensive results!
One of the other key questions Marshall will be addressing in this session is: when is sentiment analysis
useful and when isn͛t it? He will explore which aspects of social media are best analysed numerically and
identify those where sentiment can offer genuine insight and value, citing examples of how ʹ right now
ʹ businesses are benefiting from each approach.

Page68
Marshall will also look at the accuracy of sentiment analysis. In other words, are the results produced
related to the topics we͛re interested in? And to what extent can results be improved by filtering out
noise? He will demonstrate how to remove non-relevant search results and how, using your social media
monitoring tools, you can construct queries that produce accurate results.
One of the hottest issues in sentiment analysis is always the ͞human͟ or ͞machine͟
intervention question. Should we employ humans to analyze results and rate the sentiment, or should
we develop sophisticated reading technology to rate sentiment for us?
Marshall will offer his view on which works best (in various case studies) and suggest which option is
best for what situations and how accurate you can expect the data from either option to be.
Finally, Marshall will prophesize what we should expect for sentiment analysis over the coming few
years. As one of the worlds͛ most experienced social media monitoring analysts ʹ I would expect his
opinion to be around 89% accurate ;)
Examples of Flaky Sentiment Analysis:
1. Most Sentiment Analysis is incapable of connecting what you͛re monitoring (the subject for
which you want to know about) and the social mentions the platform picks up and rates for
sentiment. One example was a monitor I set up using a monitoring platform (Crimson Hexagon
Buzz Monitor) for employees of a well known PR firm that went on TV to talk about the
economy.
The person said the Economy was going through a ͞rough patch͟ and the sentiment analysis
was ranked as ͞negative͟ but what we were monitoring is not the economy, but reputation of
the PR firm ʹ in that context ʹ the remark was neutral (certainly not negative).
2. In a somewhat related way voice translation software has the same problems as sentiment
analysis software ʹ in fact Google Voice ʹ especially in a noisy environment ʹ is as bad at
understanding what you͛re saying and transcribing it as Sentiment Analysis that is often used
in Social Media monitoring is bad at understanding what people feel. In my mind, I connected
both things and it made sense that translation software is looking at and having the same issues,
I think, that Sentiment Analysis has, especially around
Read more: http://www.webmetricsguru.com/#ixzz0jQDvyMGZ

Page69
3. Because there are no standards set in Sentiment Analysis ʹ each platform may process the same
exact information and come up with different sentiment scores ʹ the ͞quantum͟ nature of
Sentiment Analysis today make it too unreliable to depend on without human review. Recently I
wrote about how the development of Social Media Standards for Sentiment Analysis might have
a silver lining for profitability ʹ much as the IAB͛s VAST standards have enabled profitability for
Online Videos
a. ͞Development of standards for Social Media Measurement. As I mentioned in slide 11
of my presentation on the Future of Social Media Monitoring where Social Media does
not have a standard set of definitions for measurement of conversations, sentiment, or
share of voice to guide vendors in implementation, hampers interoperability of social
monitoring platforms with each other, even though they are monitoring the same
conversations online. Furthermore, implementing standards leads to more profit for
vendors. One example is the IAB͛s VAST Video Advertising Standard which
further monetized third party Video Ad Platforms such as BrightRoll.
Read more: http://www.webmetricsguru.com/#ixzz0jQEeCl0o
4. Lexagraphics provides the Sentiment Analysis engine used in many Social Monitoring platforms
ʹ logic would suggest using the same engine should produce similar results but just the reverse
happens ʹ and I wrote about it recently in a post
http://www.webmetricsguru.com/archives/2010/01/comparing-social-media-monitoring-
platforms-on-sentiment-analysis-about-social-media-week-nyc-10/ and I came up with the
suggestion that ͙ Sentiment Analysis ʹ buyer beware ʹ for the time being, if you͛re going to
have large amounts of data you need to score with automated sentiment analysis ʹ I think you͛ll
be best off with Sysomos or BrandWatch, all things being equal.
I͛m open to discussion and reexamining my results (I don͛t know a lot of what goes on behind the
interface)- clearly ʹ a lot more deep dives into the data of all the platforms are needed ʹ but that͛s
precisely what most Social Media Monitoring Platform make it hard to do ʹ and yes, a couple of analysts
types have looked at these platforms, including Forrester and Nathan Gilliatt who will be at Monitoring
Social Media Bootcamp with me in London in two months and a sample of his ebook is encouraging (and
the new book he͛s working on is going to be even better).
Read more: http://www.webmetricsguru.com/archives/2010/01/comparing-social-media-monitoring-
platforms-on-sentiment-analysis-about-social-media-week-nyc-10/#ixzz0jQGqitpN
5. Social Media, in particular, is dominated by people who have often express complex emotions
such as sarcasm, especially in Tweets ʹ and often in blog posts ʹ people like Hugh McCloud of
GapingVoid ʹ are known for their wit ʹ but how could sentiment analysis handle someone like
Hugh McCloud? Think about it

Page70
I tried Sysomos Map - one of the best platforms out there to analyze the pages where Hugh McCloud͛s
best work is housed, on his blog and guess what?

Page71
In this case, what is being expressed as ͞negative͟ (and bear in mind Sysomos is better at
sentiment than most of the platforms I have worked with) isn͛t really negative ʹ and any human
could tell that ʹ but it is currently beyond machine learning to tell.
Take Twitter-
Raaphorst: RT @gapingvoid no point stressing out http://bit.ly/9ZFJTq
4 hours and 32 mins ago
kenji_rikitake (Kenji Rikitake): Tried to buy a @gapingvoid book on Kindle - very VERY easy. No wonder why Kindle is going to replace paper
books.
6 hours ago
erdina (Ferdi Zebua): From @gapingvoid: Brands don't need Agencies http://bit.ly/d5sblL
7 hours ago
WhtMttrsNow (K h): gapingvoid - no point stressing out http://gapingvoid.com/2010/03/25/no-point-stressing-out/
26 Mar 2010 18:03:26 EDT
JRWilner (Joe Wilner): RT @gapingvoid people matter. objects don͛t. | Gapingvoid http://bit.ly/oEezc
26 Mar 2010 18:03:21 EDT

Page72
IanSanders (IanSanders): @gapingvoid that's cool. i'm waiting for sight of the front cover of my first book 'Leap!' in Turkish....
26 Mar 2010 15:10:16 EDT
Rrrrohini (Rohini Pandey): ROFL RT @gapingvoid: Hollywood: Why people don't watch your films any more: http://bit.ly/cfWt3L
26 Mar 2010 15:02:55 EDT
CatMonahan (Cath Monahan Clink!): RT @gapingvoid no point stressing out: http://bit.ly/ayDXpU
26 Mar 2010 14:43:54 EDT
jakedavidrohde: Also arriving is @gapingvoid book - Ignore Everyone. Been looking forward to this one for a while now... #HughCrew
26 Mar 2010 14:38:21 EDT
intersection1 (Mark Smiciklas): No point stressing out | gapingvoid http://ow.ly/1rjKt
26 Mar 2010 13:45:02 EDT
vincekamp: @gapingvoid #HughCrew er....well, I'm still waiting for delivery of my first piece 'intoxicated', I guess you need at least 2 pieces,
huh.
26 Mar 2010 12:15:46 EDT

Page73
luigipalooza: It's pink. It's nasty. It's pink n' nasty! http://bit.ly/cmXsuW /via @gapingvoid // My feelings exactly?
26 Mar 2010 11:19:55 EDT
theMentalMob: @gapingvoid I'll grant...it's pink...but like I posted on the pic...nasty...unless it's vanity plates on a '71 hemicuda...is suspect.
26 Mar 2010 10:57:12 EDT
deannie (Deanna McNeil): gapingvoid cartoon #49 'Poisoned' March 26, 2010 http://eepurl.com/lzL9 Does the world expect us to conform or
do we do that to ourselves?
26 Mar 2010 10:01:11 EDT
shelisrael: "Poisoned" by @gapingvoid http://bit.ly/9OdAGz http://bit.ly/9Fw8L2
26 Mar 2010 09:58:19 EDT
vincemcgrail (Vince McGrail): RT @gapingvoid no point stressing out http://bit.ly/9ZFJTq
25 Mar 2010 19:40:18 EDT
Soulsailor (Ant Clay): Laughing at: "no point stressing out | gapingvoid"( http://twitthis.com/giesei )
25 Mar 2010 18:58:49 EDT

Page74
simonebernhard: Who's that drawing that nasty cube? GAPINGVOID.....RT @gapingvoid: pink 002: http://bit.ly/cmXsuW
25 Mar 2010 18:28:40 EDT
chrisrat: gapingvoid daily cartoon March 4, 2010. http://bit.ly/9BjCL1 /cc @feedly <---mediocrity
25 Mar 2010 17:14:10 EDT
davidebowman (davidebowman): Have you read Ignore Everybody by @gapingvoid It is freaking amazing!
25 Mar 2010 16:25:05 EDT
lyrois (The Alexander Becker): Exactly. F**k burnout! RT @gapingvoid no point stressing out: http://bit.ly/ayDXpU
25 Mar 2010 15:38:46 EDT
NewfieGirlplus4 (Catt): RT @gapingvoid no point stressing out http://bit.ly/9ZFJTq
25 Mar 2010 15:37:41 EDT
rtrentthompson: RT @gapingvoid: no point stressing out: http://bit.ly/ayDXpU
25 Mar 2010 15:34:46 EDT

Page75
Nospheratt: RT @gapingvoid: no point stressing out: http://bit.ly/ayDXpU // Indeed.
25 Mar 2010 15:26:23 EDT
dinotarantino (McPuffin): RT @daveschappell: no point stressing out. one day you'll be dead and none of this will matter... http://bit.ly/9ZFJTq
(RT @gapingvoid)
25 Mar 2010 15:26:18 EDT
daveschappell (Dave Schappell): no point stressing out. one day you'll be dead and none of this will matter... http://bit.ly/9ZFJTq (RT
@gapingvoid)
25 Mar 2010 15:24:53 EDT
botanicalgarden (Carlo Balistrieri): Here's one for all the taxonomists of the world: RT @gapingvoid no point stressing out: http://bit.ly/ayDXpU
25 Mar 2010 15:23:32 EDT
LorenSan: RT @DavidGibbons: RT @gapingvoid no point stressing out: http://bit.ly/ayDXpU [exactly, in fact none of it will matter long b4 we're
dead]
25 Mar 2010 15:22:09 EDT
bronwynsf (Bronwyn Saglimbeni): RT @gapingvoid no point stressing out http://bit.ly/9ZFJTq
25 Mar 2010 15:21:58 EDT

Page76
Sysomos has scored all of the tweets (the top 4 only are shown above) as negative ʹ but does
anyone see anything truly negative in any one of those tweets? Sarcasm, yes, wit, humor ʹ yes,
but those are not negatives.
Top keywords around Gapingvoid͛s ͞negative rated tweets͟ may be considered negative, in some cases,
but out of context they mean nothing.
And details around Gapingvoid ʹ as depicted excellently by Sysomos MAP show a man full of humor and
sarcasm

29039169 How To Build Your Own Social Media Monitoring Service Marshall Sponder Webmetricsguru Dot Com 3 31 2010 V2

29039169 How To Build Your Own Social Media Monitoring Service Marshall Sponder Webmetricsguru Dot Com 3 31 2010 V2

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