Category Archives: Social Analytics

The power of social analytics: an example from IBM and Twitter

Wondering exactly what social analytics can do for you? Check out this example based on the partnership between IBM and Twitter:

A tweet on a single bike doesn’t tell you much… but look at tweets from all cyclists and you can decide what kind of bike to build, where it should be sold and who is your target market.

Now, obviously this has an inherent bias towards those who use Twitter (not a massive chunk of the population), but what a contrast to the days of yore where only the biggest organizations would have access to market research, which could take years to complete.

More on the IBM partnership with Twitter

Does your brand have a social command center?

There’s a lot of social networks out there. There are a lot of folks both inside and outside your organization creating digital content. How do you track all of this so you can know what’s being said and be a part of the conversation?

At IBM Pulse this week just gone, Sandy Carter, IBM General Manager for Ecosystem Development and Social Business Evangelist, ran a session sharing her top trends in social right now. She answered the question directly using the example of the American Airlines social command center.

The airline industry typically generate a lot of social media activity: for instance American Airlines is mentioned about 42K times a week on Twitter alone! So how does American keep on top of all of this activity? Using a Social Command Center from IBM Business Partner MutualMind:

Mutual Mind AA Social Command Center

The solution has two key components: deep analytics in order to be able to hone in on the content that matters, and pointed visualizations including content tag clouds and heatmaps.

As Jonathan Pierce, American Airlines Director of Social Communications, points out, the Social Command Center instantly spots breaking trends, tracks social mentions and images, and monitors global geographic regions.

It’s one thing having a tool to monitor social trends, but you need the right team ready to respond. American Airlines has a social team that engages customers directly and can engage cross-functional customer care teams. It monitors sentiment and interestingly also monitors the overall effectiveness of American’s customer service.

So, as you refine your social strategy, are you developing a Social Command Center that can help forge stronger customer relationships?

At IBM, we are working with MutualMind to provide an engagement center during the upcoming SXSW Interactive in Austin, TX. Come along and check us out in the Convention Center!