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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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