The growing sophistication of buzz monitoring tools is leading many to suggest we don’t need traditional research analysis skills.

Tools such as Brandwatch and  Scoutlabs can gather huge amounts of data so you can keep up with what your customers are saying online – not just about you but about your competitors. It’s a fundamental part of modern day business.

They search across a huge range of communities and websites to pull out information relevant to your brand. This makes them perfect for collecting huge amounts of data that would take forever to do manually.

Machines don’t think like people

What they can’t do is tell you what it all means for your business. Buzz tools still require people, because analysis is a job for people. Machines can’t think like us yet and until they can, the technological part of buzz monitoring is just part of the mix. And this is where many companies get it wrong.

Tools can offer a variety of ways to track buzz, such as sentiment analysis, but they can’t interpret things like a human being. They can’t understand sarcasm and social nuances like we can.

Pulling out key quotes relevant to you, recognising top online influencers and  spotting marketing and research opportunities requires a personal touch. A human touch. Analysing what people are interested in, what they like, what they don’t like in the context of your business goals requires research expertise, not technology.

Each buzz monitoring tool has its own set of strengths and weaknesses and by using a combination of them alongside human analysis, you can gain valuable insight into your target audience; you can develop new and improved ways to market to them and even develop new products that will appeal to them. You can also discover ways to differentiate yourselves from your competitors.

Stats, info, words and numbers

Without the human, buzz tools spew out stats and info, words and numbers. These need conversion to something meaningful. Buzz tools pull in huge amounts of information but they also create a lot of white noise.

Working out who your key communities are and how their internal cultures work takes time. Your buzz tools will help you find some – but not all – of them. They also won’t help you to prioritise which communities you should pay more attention to.

If you spend the time really listening to the communities that have the most value to you by combining your buzz tools with manual research and analysis, you’ll truly reap the benefits of buzz monitoring – but don’t fall into the trap of thinking that you can pay simply for a key terms to be tracked and that’s it. Job done. You’ll just be wasting your money. True buzz monitoring requires financial investment – but it reaps real business rewards.

Listen, listen and listen again

The only way to get a true feel of what a community is like and what they are talking about is to have an expert in there really looking at it. Use buzz tools to help identify communities and comments but you should always spend the time to get the context from the community.

Social media – including buzz monitoring – is all about people. It doesn’t just stop at choosing a tool and letting it get on with it. Get an expert to spend the time delving into what the results mean in the grander scheme of things and you’ll see the true value of buzz monitoring.

This entry was posted on Monday, September 28th, 2009 at 4:33 pm and is filed under Social media. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.