Patrice Francois is co-founder and associate director Digimind, the one of the fastest growing companies in the field of social media monitoring software.
The Internet has rewritten the rules for what can be considered an act from the fiction. Fake online reviews to inaccurate press reports, it is impossible to really know what online information is real and what is fabricated. The same goes for the votes of online audiences, whether a tweet or comment on an article or a blog post.
In an attempt to eradicate the mystery, it was recently reported that European scientists are developing a "lie detector social media" Pheme called for popular social media channels like Facebook and Twitter. With technology such as natural language processing, Pheme review and upload rumors in one of four categories -. Speculation, controversy, misinformation and disinformation
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Although the goal of Pheme to expose Fibbers Online is admirable, it is more important online is talking - and that is the listening. It goes back to the old saying: If a tree falls in the forest and nobody is there to hear, does it sound
Try to answer all the pieces of misinformation about your brand online requires ton? time and resources, so it is important to pick your battles. In cyberspace, there are some key factors that brands must weigh in deciding when and how to intervene and manage misinformation
If the squeaky wheel get the grease
Often those who are on social networks and online forums to express their views and complaints, whether made or not, getting the most attention. But only 22 percent of Americans use social networking sites several times a day, and even fewer use them as a place to air their discontent or spread malicious or inaccurate information.
Brands should remember to take the words of the most vocal public with a grain of salt and look for additional evidence in support if the thoughts of the voice correspond to the consensus of their wider audiences, or is isolated from the rare and strong.
This includes looking at search behavior - if people are looking around the problem, so they are looking for answers, so it may be something that needs attention. If the issue has not surfaced as a popular search term, it may be wiser to ignore the voices so as not to validate their claims.
A Digimind client, a mobile service provider, leaned on search behavior to identify a customer satisfaction scanning problem and decided that the action was justified. After generating positive buzz about the company with a new TV advertising campaign, the desired consumer to the provider on Google to find out more about his services.
At the time, the search results were "[company] customer service." - Which linked to several negative reviews from customers integrating research results in its online monitoring, learned provider he had many unhappy clients, and their comments were very visible to potential customers.
consider the influence of the source
There is no visibility of an online source - considering the influence of the source is also a barometer to determine whether to take action, and has emerged as a popular metric for social marketers seeking to quantify the impact of their campaigns
Klout has boiled down influences online social media users into a single number using complex algorithms to assess the data channels online and social. Although there are different views within the media community social as to the value and accuracy of a Klout score, it is undeniable that the most influential of the source, the more people will see it as a fact or information that is important to them, which can help determine a brand to take action.
For example, if The New York Times editor wrote a story that is not true, many people will see it as a fact because it is a very good reputation and influential source. It is important to look at the influence through your company's audience prism - whose opinion matters most to them
Fighting fire with fire controlled
You monitor social networks for a reason. Once you verify that your audience has been or will be exposed to misinformation, what is the best course of action?
Engaging with the channel or outlet which published misinformation, and quickly make public the facts. If an inaccurate article appears in a leading media Comment clearing up.
If an influencer is tweeting something false about your brand, direct message to him and also tweet the facts for all. Let the emotion out of it and focus on the information in your community facts.
During the recent Mobile World Congress conference, Google executive Sundar Pichai was misquoted on the blog FrAndroid on the security of Google's Android operating system. To correct misinformation, Google worked with TechCrunch to clarify the words of Pichai, providing news outlet with a transcript of the speech to clear the message.
Handling misinformation on the Web can be frustrating, especially for a small business, but it is important to work professionally and quickly -. And let the emotional frustration behind the most successful results