Social Media Analytics – Brandwatch
Overview
Brandwatch is an analytical tool that’s utilize by international organizations to track online conversations. Brandwatch sorts through social media spam conversations to find significant information to advertise products to market segments as well as to find reviews and opinions consumers have towards the organization’s products and services. It is important because it helps acquire positive and negative comments through online sources such as articles, blogs, and social media conversations to either improve or continue offering products and services to certain target segments.
How Brandwatch relates to the material we have covered in MIS2502
Brandwatch builds on the concepts covered in the course in a way that organizations are utilizing analytics tool to track conversations online and queries to request information from the database in order to keep track of the sources and the data obtained. Brandwatch covers two topics we discussed in class:
- ETL(Extract, Transform, and Load) – Extracts conversations, transform conversations into data and an analysis format that looks at the positives and negatives comments about the brand, products, and services of the organization. Lastly it loads the data into the analytical data store to identify market segments.
- Relational Data Modeling – Utilize to represent the information optioned online to create databases that describes the data and classifies the comments between positive and negative and how they interrelate with the organization’s brand, product, and services.
Example
Brandwatch is utilize by an international news channel broadcast from Abu Dhabi called Sky News Arabia. The news channel works around 17 cities across their region as well international agencies such as London and Washington D.C. and it serves as a voice in the Arab community by setting a channel that delivers online news. Since they were founded in 2012, the goal has been to stand apart from their competitors. They invested in an online strategy and an analytical tool that will help measure and track the results of the strategy. Sky News Arabia uses Brandwatch to become the fastest news source in their area, increase viewers and users engagement, and explore new market segments.
References
Brandwatch. “What Is Social Media Monitoring?” Brandwatch. N.p., n.d. Web. 22 Apr. 2015.
<http://www.brandwatch.com/how-it-works/>.
Hardawar, Devindra. “Top 10 Social Media Analytics Tools: The VentureBeat index.” VentureBeat. VB News, 20 Dec. 2013. Web. 22 Apr. 2015.
<http://venturebeat.com/2013/12/20/top-10-social-media-analytics-tools-the-venturebeat-index/>.
Roddis, Fiona. “Social Media Monitoring Tools – Reviewing Brandwatch. “Web Analytics World. N.p., 12 Dec. 2013. Web. 22 Apr. 2015.
<http://www.webanalyticsworld.net/2013/12/brandwatch-a-product-review.html>.
Windels, Joel. “How Sky News Arabia Are Pioneering Social Media in Broadcasting – Brandwatch.” Brandwatch. EMEA, 09 May 2013. Web. 22 Apr. 2015.
<http://www.brandwatch.com/2013/05/how-sky-news-arabia-are-pioneering-social-media-in-broadcasting/>.