Visible's Geographic Visibility into Social Media Discussions

Updated: June 30, 2009

What was that new feature, you ask? It's one that's pretty simple, but which has obvious applications. Version 2.8 includes a page view that illustrates the volume and sentiment of conversations by region and country. A picture says much more than words can:

TruCast

The darker the country is, the more frequently a topic is discussed in on-line conversations in that country. At the next level, a grid provides analytics broken out by country, identifying areas of both opportunity and concern for marketing, communications and customer-service people. Although the first iteration of this focuses on English only, the product is what senior vice president of marketing Blake Cahaill calls "our first step" in making the technology truly global.

English is actually a more challenging first step than it initially appears. "Even among English speakers, there's a lot of variation in language usage and intent," Cahill says. "It goes way beyond extra "u's" in certain words."

The technology uses IP addresses and other simple identifiers to figure out where blogs and posts on social media sites are coming from. There are some pitfalls to this - Cahill cites a blogger in the U.S. who blogs in a language other than English - but the final result of the TruCast approach is fairly accurate and much more timely than trying to determine locations one at a time.

How can this be applied? Cahill suggested a scenario where on-line complaints about service in the U.S. are non-existent, but problems abound in Australia. In a situation like that, it might be possible to then dig into the problem and perhaps export some best practices. Alternately, a company abroad - say, a craft brewery in New Zealand - could monitor converstaions about its products and discover the best choice for a new market based on the buzz (no pun intended) already swirling about its product.

Featured Research
  • The 2017 CRM Comparison Guide: Q2 Edition

    If you’re in the market for CRM software, we’ve got good news. We’ve updated our CRM comparison guide for Q2. more

  • Are You Using These 8 CRM Features?

    One of the biggest mistakes that businesses make when it comes to their CRM software is the features they don’t use. This happens because they invest in CRM with a handful of problems in mind, so they’re content as long as it solves them. But if you want to maximize your ROI, you should be utilizing every feature available to you. more

  • 2017 CRM Software Cost Guide

    Would you believe that 89% of businesses expect to compete primarily on customer service in the upcoming years? With that in mind, it’s no surprise that CRM software is becoming such an integral part of business operations. But not all solutions are created equally, especially when it comes to the value they deliver to your business. more

  • Top 10 Trends in CRM for 2017

    There’s some big things happening with CRM software that you should to be aware of. Technological advancements and changes to business processes have led to developments and new features that are making CRM more valuable than ever. Things like mobile capabilities and greater integration with other software are at the front of this progress. more

  • SMB CRM Providers Comparison Guide

    A good SMB CRM system can be an incredibly valuable asset for your business. As more businesses recognize this value, the amount of SMB CRM vendors is expanding quickly. Navigating the pricing plans, features, and service terms of all these can be a decision-making nightmare. more