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 Social Intranet: A guide to getting better business results

    This whitepaper describes why the shift from a traditional to a social intranet is imperative to staying competitive, and analyzes the costs and benefits associated with implementing one. You will also find useful KPIs to measure performance and further leverage your intranet's success, raising employee engagement and boosting your competitive advantage. more

  • The New 2016 SMB CRM Comparison Guide

    Selecting a CRM system is not easy. That's why our CRM expert has compiled this new SMB CRM comparison guide to provide you with the information you need on the top 40 CRM software solutions available on the market. more

  • How to Get the Most out of CRM

    Studies suggest that 63% of CRM projects fail. But your business doesn’t have to be among the failures. You can see ROI on your investment in CRM by implementing an effective plan. more

  • CRM on a Budget in 2017

    With some businesses spending hundreds of thousands of dollars on CRM, it’s easy to fall into the trap of thinking that you need a hefty budget in order to purchase a quality CRM solution. Not so. more

  • 2017 CRM Buyer's Guide

    Customer Relationship (CRM) software has become one of the most important business tools in today’s world. By allowing you to better connect with new and existing customers, CRM is an indispensable tool for sales teams and customer service teams alike. But with so many choices available, it can be difficult to decide on a solution. more