Archive for the ‘The Terametric Scorecard’ Category

Twitter: For Whom the Bell Tolls?

Posted in Social Media ROI, The Terametric Scorecard by Matt Carter on July 21st, 2010
 

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At Scott Kirsner’s recent Momentum Summit, Trip Advisor CEO, Stephen Kaufer was asked to play a game.  Interviewer, Antonio Rodriguez of Matrix Partners called the Game “College Money”.  Rodriguez explained that he would name a number of companies and Kaufer would say “yes” or “no” as to whether he’d bet his kids college money on that company’s success.

Yahoo – Yes
Microsoft – mmm, Yes
Facebook – Yes
Twitter – NO!

Rodriguez paused and asked again.

Twitter – Nope.
And again.
Twitter – No.

Each successive “No” seemed to be gonging death knell for everyone’s favorite microblogging site.  Kaufer seemed to cast doom on our rich, 140 character culture.   But why?  Kaufer simply smiled and shrugged and suggested that its utility would be short-lived.  Really?

It’s use among the social media set is practically ubiquitous.  Aside from its promotional value for brands (those brands which use it wisely), its capacity to empower knowledge-sharing is staggering.  The question it answers is no longer “What are you doing?” but “What do you know?”  Yet, Kaufer, a man who’s built a successful web company on the power of social engagement, suggests that he wouldn’t bet on its future.

Back in January of 2010, there were several charts and quite a bit of chatter pointing to the flatline of twitter’s growth.
Picture 1It wasn’t until April 2010, however, that these charts were put in their proper perspective.  At Chirp, the annual Twitter Conference, there were some exciting revelations about the growth of twitter.  It seems that these harbingers of twitter doom hadn’t accounted for the number of people using third party apps to do their tweeting.  In fact, approximately 60% of all tweets originate in third party applications.  With that perspective, you can see that these charts don’t point to a flagging interest in twitter but rather an explosion of innovative usage.

If that weren’t answer enough, the Huffington Post published the following stats from Chirp:

  • Twitter now has 105,779,710 registered users.
  • New users are signing up at the rate of 300,000 per day.
  • 180 million unique visitors come to the site every month.
  • 75% of Twitter traffic comes from outside Twitter.com (i.e. via third party applications.)
  • Twitter gets a total of 3 billion requests a day via its API.
  • Twitter users are, in total, tweeting an average of 55 million tweets a day.
  • Twitter’s search engine receives around 600 million search queries per day.
  • Of Twitter’s active users, 37 percent use their phone to tweet.

In light of these usage statistics, we’ll have to very respectfully disagree with Mr. Kaufer on Twitter’s dim future.  It seems that our 140 character culture is here to stay, though it may evolve.  Viva la Twitter!

Photo by Pellaea

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6 Common Needs Unmet by Social Media Monitoring Tools

Posted in The Terametric Scorecard by Wendy Troupe on November 17th, 2009
 

As we stated in our last post, Social Media Monitoring Provider Evaluation, we’ve surveyed the Social Media Monitoring and Listening category’s entrants and experienced them either directly through test-drives or vicariously through the related experiences and research of individuals just like you.

During our research, 4 common and key needs, relative to the category’s current offerings, rose to the surface.

Below is a list of those needs punctuated by a small sampling of the influential and insightful blogs that voiced the representative concerns quite effectively:

  1. Consistent and Reliable Data Collection
    • “I’ve begun to notice inconsistencies in the data that different social media monitoring tools produce. The dirty little secret or so it seems is they aren’t all working with the same data sources.” – Ken Burbary
    • “The reality is that while these companies provide you with piles of data and funky visualizations, the profound unreliability of the software means that you have to sit for hours and days and configure the dashboard, refine the data.” – Asi Sharabi
  2. Nimble and accurate data filtering
    • “Efficient filtering of topics. This probably seems stunningly obvious, but often it is still poorly done. The ideal tool is a combination of both depth and breadth–it scans all possible media, yet returns only the most relevant results.” – ThreeMinds
    • “In some occasions, I had over 50% irrelevant data coming through my dashboard.” – Murray Newlands
  3. Accurate and truly automated sentiment scoring
    • “One company claims it will get sentiment right (which is defined as in agreement with a human customer) about 72% of the time. That sounds pretty loose.” – CNET’s Rafe Needleman
    • “It’s currently time consuming to manually grade sentiment. Even though brand in question only returned 54 posts, it would have taken about an hour to go through each one, read, score sentiment and so on.” – Jason Falls
  4. Accurate demographic and geographic segmenting
    • “The problem [with companies that claim this capability] is that it’s not about where you are but which domain you’re using. So reliable geo/regional analysis is, in many cases, impossible to carry or not complete.” – Asi Sharabi

These 4 needs and 2 additional needs below are front and center as we strive to engineer an accurate and automated Social Media Listening Platform.

  1. Single Metric – Aggregation of data, measurement and analysis into a single, relevant metric that can quantify a company’s ability to retain and attract customers while pinpointing troubled social media channels, relative to the brand, for immediate action.
  2. A reliable and accurate model for measuring online and offline investment against quantified results to achieve an understanding of true ROI.

We’d love to know your thoughts on the needs above or any additional needs we may have missed.

We’re developing an Listening Platform that is of, by, and for the Social Media Marketplace. With the help of voices just like yours, we can speed our progress and refine our offering, creating a best in class, enterprise level social media measurement, monitoring and analysis platform that collects both off and online results and aggregates them into a single metric, the SOCIALtality ScoreTM – which quantifies a company’s ability to attract and retain clients.

Follow us on twitter for more progress updates and thoughts: @terametric

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Social Media Monitoring Provider Evaluation

Posted in The Terametric Scorecard by Wendy Troupe on November 12th, 2009
 

Here at Terametric we’re deep in the process of creating a best in class, enterprise level social media measurement, monitoring and analysis platform that collects both off and online results and aggregates them into a single metric – which quantifies a company’s ability to attract and retain clients.

We’ve surveyed the category’s entrants and experienced them either directly through test-drives or vicariously through the related experiences and research of individuals just like you. We’d like to share some of that information with you for two reasons:

  • We’d like our research to benefit the hundreds of individuals and companies out there, right now, trying to identify the right Social Media Monitoring resource. Maybe our preliminary work can help kick-start your search
  • We’ve relied on the opinions and experiences of influencers and individuals in part to help shape our approach to the space. As we begin to share our preliminary findings, we hope that, through comments/objections/feedback, you will continue to help us to refine our findings and ultimately, our offering.
Here is our preliminary Social Media Monitoring Features Scorecard. We invite your feedback:

 

We believe that there are no clear winners nor are there clear losers. None are “better” or “worse”. Each of the Social Media Monitoring category’s entrants has merit and value. Each has a viable features mix that makes them perfect for some. In an industry that we believe will blossom exponentially as companies increasingly recognize the value of mining the peer-to-peer conversation occurring across the social media spectrum, there is room for all.

We don’t have competitors. We have partners – service and application providers that share a mission and responsibility to continually improve our offerings.

For more progress updates and thoughts, follow us on twitter: @terametric

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