Finding Value In Twitter's Noise

"...smart marketers will recognize (Twitter) as a stream of free consumer data to be mined in near-real time." says the article in Harvard Business Review.

Authors Scott Berinato and Jeff Clark analyzed and graphed more than a half-million tweets relating to Apple's recent iPad launch and offer these recommendations:

Learn about the competitive landscape. Look for your brand and rivals, together and apart.
Look for unexpected themes. "Persistent words point to persistent ideas."
Dig deeper into the stream. Look for common words and word combinations.
Look for user experiences. An excellent place to prioritize product development ideas.
Learn why negative words are coming up. They may represent consumer "pain points" and the way to customer service improvements.
Learn about conversation dominators. They usually mean something important has happened.

See Berinato's and Clark's analysis here. Interesting stuff.

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Michael Porter On Health Care Reform

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Health Care Strategist

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