Tuesday, 14 April 2009

The Database of Attentions Growing in Stature

Interesting article in today's NYT on using Twitter posts to glean customer insights about products and brands.

"Companies like Starbucks, Whole Foods and Dell can see what their customers are thinking as they use a product, and the companies can adapt their marketing accordingly."

Beyond the more established practice of simple monitoring, Microsoft, is trying to figure out a way to gauge influence based on an analysis of the content of the individual tweets and the make up of that person's followers. Microsoft would then be able to contact the most influential twitterers to engender buzz arouund new products and services. This has often been done in the blogosphere where influence may be easier to establish based on links, comments etc, the analysis of 140-character tweets and a loose collection of followers may prove more difficult. The network effect can be extremely powerful in looking at influence but followers do not a network make...

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