Harris Launches Social Media Measure
In New York, Harris Interactive has introduced ‘word-of-network’ (WON); a new panel-based approach to social media measurement, designed to monitor the sentiment of a given target market.
WON measures word-of-mouth in social media, offering quant categorization of comments about brands based on their positive, negative or neutral sentiments, while also analyzing the volume of conversations around a brand.
The solution is based on an opted-in panel of more than 50,000 people, which is monitored to determine the extent of online conversation about a brand or topic, and the key demographics of contributors. It forms part of the BrandLife Tracking program, which provides ‘listening’ metrics powered by the firm’s proprietary Research Lifestreaming platform.
EVP Jeni Lee Chapman explains: ‘Our research has shown that the word-of-network measure filters out much of the potential noise that can pollute traditional social media monitoring and yield very misleading conclusions. Through WON, we can uncover a wealth of information about the commentators that is largely unavailable from traditional social media monitoring programs, and know not only what is being said, but, more importantly, what is being said by a given target market.’
Web site: www.harrisinteractive.com .