Listening, engaging and influencing: The power of Twitter-based social insights

Big Data Evangelist, IBM

Social sentiment is the coin of the realm in the online economy. Listening to social networks means everything if you want to know how customers feel about your product, and it is essential if you want to predict how well your next marketing campaign may perform. And social sentiment is fundamental to winning customer loyalty.

Influencing social sentiment, both in the aggregate and in your interactions with specific customers, is the essence of customer engagement in the 21st century. This new order of business runs natively on the cloud and extends to every interaction through smartphones and other mobile devices.

Building a social business foundation there are many social networks, Twitter is in many ways the premier channel for real-time, in-the-moment insights on how customers feel about practically anything. In other words, Twitter is the foundation of much social business. And it’s the focus of many social listening tools and practices across the economy. Chief marketing officers (CMOs) everywhere are paying extra-special attention night and day to Twitter-sourced social sentiment. In addition, they’re using social business tools to transform interactions with their customers across all channels. In the process, social business is also driving back-end business methods within organizations and across their external value chains.

A year ago IBM and Twitter launched a global partnership to transform business in the 21st century. Since that time, they’ve made steady progress on deepening their respective social-business portfolios, most recently in last week’s announcement that IBM and Twitter are developing an IBM Watson Analytics Expert Storybook. It helps users analyze social media data from Twitter to measure reputational risk and drivers behind real-time, stock-price fluctuations.

Trolling a treasure trove of social business resources

IBM and Twitter have introduced a growing range of Insights for Twitter services. Some recent IBM thought-leadership content resources provide value of Twitter-based social sentiment insights in several areas: 

Plenty of applications for Twitter data analytics in other industries and applications exist. Those attending IBM Insight 2015 should be sure to check out these sessions: 

  • Reimagine analytics for the insight economy with Twitter and The Weather Company: Monday, 26 October 2015, 1–2 pm PT – session SUP-4047
  • Improving insurance underwriting using Twitter insights for reputational risk policies: Tuesday, 27 October 2015, 10:30–11:30 am PT – session BFR-1294
  • Twitter data and Periscope Pop-Up Studio: A panel discussion about unique ways to use Twitter data: Tuesday, 27 October 2015, 12–1 pm PT on The Great Lawn – This panel is moderated by Chris Moody, vice president, Twitter
  • Harnessing insights from weather and social data to transform industries: Tuesday, 27 October 2015, 4–5 pm PT – session BSV-3086
  • Beyond social listening: Creating new value from Twitter data: the world’s largest consumer database: Wednesday, 28 October 2015, 10:30-11:30 am PT – session BSV-1247

Start here for a deep dive on Insight Cloud Services.

In mid-November, the first Datapalooza community event takes place in San Francisco, California for the next generation of data scientists building machine-learning models with social data and other sources. Register for Datapalooza, and stay tuned to see when this event is coming to a city near you.

Learn how to use Apache Spark as a service on the IBM Bluemix cloud platform to address urgent social business challenges. And discover how social and weather data analytics provide deeper insights than either source alone in these Big Data & Analytics Hub blog postings: