Social Media Analytics Added to Harris Poll

Harris Interactive has added Clarabridge's text analytics to its flagship Harris Poll, in order to combine opinions posted on social media and other online sites with public opinion measured through its surveys.

In September, Clarabridge launched Social Media Analysis (SMA), an analytic tool allowing clients to enhance their customer analysis by integrating social media content into their existing internal enterprise feedback.

Clarabridge CTO Justin Langseth says that text analytics enables market research firms to provide their clients with a 360 degree perspective on the companies, products, services and issues they are researching; and can separate non-opinion conversation from real opinions given in social media conversations, to quantify positive versus negative comments.

'Opinions that people express on sites such as Twitter, on mainstream media sites or other message boards, and on social networking sites, are fast becoming both an influence on, and a source of, public opinion,' stated George Terhanian, President Global Solutions at Harris Interactive. 'The Harris Poll, one of the longest-running and most innovative barometers of public opinion in the world, is now measuring these new sources of opinion.'

Web sites: www.harrisinteractive.com and www.clarabridge.com .