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Monitoring social media: Humans are still useful

We recently had a good reminder that social media monitoring still requires the human touch.

A quick search on our company name, GasPedal, used to give us all we needed to know.

Until Toyota’s gas pedal problem. Now there’s 99x the volume, and none of it is about us. (Although, after 11 years, people finally get the accelerator metaphor in our name.)

Now we have to carefully and personally sort through comments that are relevant.

It’s a good reminder that social media is a conversation between real humans, not some automated keyword blast campaign.

P.S. Check out this post about how UPS solves a similar problem: The best social media monitoring program ever.

Read the full post about UPS here.

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Comments

  1. Mike Layton February 11, 2010 at 10:45 am #

    You bring up a great point. So often we focus on the benefits of using human vs. automated analysis for accuracy reasons, but if that analysis is not on relevant and qualified content then we’ve gotten ahead of ourselves. Using a broad keyword list that is qualified and categorized by humans ensures that we are measuring the right content. Technology is a tool, not a solution. Love the examples in your video.

    Thanks for sharing, Mike.

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  1. Monitoring social media: Humans are still useful at Conversation with Harry Johns - February 11, 2010

    […] See the article here: Monitoring social media: Humans are still useful […]

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