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What are the challenges in being able to analyze consumer “conversations” for their marketable qualities without alienating users?

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What are the challenges in being able to analyze consumer “conversations” for their marketable qualities without alienating users?

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DAN NEELY: Companies are challenged because they can’t keep up in the constantly changing social media world. In a traditional publisher-driven environment, it is relatively easy to understand what people are engaged about. The publisher creates the content and sets tags associated with it, and the advertiser can execute a media buy based on the subject matter. However, in social media the content is always changing, new conversations spawn from generic topics and new users are coming into the mix all the time. Some of these users are anonymous, while some may be registered. What this means is that keyword searches are no longer indicative of user engagement. Here’s an example. Let’s say 500 posts containing the keyword “Lunchables” in an online community are made by 20 people. In another topic thread, there are 10 posts about Lunchables made by 1 person, but 500 people read the posts, another 500 rate them, and yet another 500 users are inviting their friends to join the conversation.

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*Sadly, we had to bring back ads too. Hopefully more targeted.