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SXSW Interactive 2016

"Good crack": context matters in Social Listening

Global social conversations are shifting from text to emojis and image shares. Text-based conversations are moving away from English to local languages interspersed with text-speak. As a result, Social Listening needs to become more nuanced to be able to identify, understand and derive meaningful insights. Being able to analyze these new sources of online content, including visuals, means needing to understand where people are posting and what that really means within the local market. Context and content matters more than ever before. Text analytics alone will no longer help you understand online conversations. How do you really prepare for this shift? Are you ready for this change?

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Takeaways

  1. What "visual" Social Listening tools are available and how can you use them to complement and enhance traditional text-based social listening?
  2. How can you use location data from geotags and wearables to enhance the Social Listening accuracy and analysis by incorporating locational context?
  3. Can we rely on tools to improve efficiency in global Social Listening when there is such nuance in language in slang, humor and cultural context?

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Jackie Cuyvers, Digital Strategist, ZS Associates

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