I was shocked to read that a company that analyzes sentiment on the web, who only started in December, is now the preferred choice for digital monitoring for none other than Saatchi and Saatchi. Sentiment360 is that company and Jay Baeur wrote a great post that has given me an inside look at what this company’s success denotes for future social media monitoring.
Semantic web 3.0 is clearly here but how does the average person, with a small business, begin to understand the implications of this new frontier in technology? If we look a little closer at semantic monitoring, I think it is simply a response to our human behaviour online. Really, it just makes sense that we would look at language as an indicator of buying trends.
As a writer, I’m kind of thrilled that the written word will be a more prevalent way of communicating with each other but will those same words also become another means of hawking a product versus creating great content? Will the lure to write for a social search engine eventually result in hidden strategy being not so hidden but ubiqutous across the web?
On Sentiment360’s website, they write: “New media-savvy Millenials & Gen Y-ers now outnumber Baby Boomers. The good news is they have $350 billion in direct annual spending power.”
Pretty compelling reason to find out more right? Absolutely. Listening to the conversation is imperative for any business. What makes me a little nervous about this service is when I read how they can help you “exploit the opportunities in today’s new media economy.”
So while Chris Brogan and Seth Godin are espousing truth, autheticity, and complete transparency, other companies are springing up to ‘exploit’ our honest, our emotions, and our authentic selves.
It is the wild west in some ways out there on the web these days and I caution small business’ to be very clear and certain about their social media strategy but also to be wary of exploiting the conversations that their customers have with them. Because, after all, wouldn’t that be undermining the very essence of why we use social media tools in the workplace?