Tag Archives: Facebook

Different Input, Different Results: Is it Real-Time User Sentiment without Facebook?

While I was blogging about the huge negative sentiment in the number of posts for Adam Lambert just before the American Idol results were announced, another company was using much better methodology, but showing a much smaller backlash in the making. Crimson Hexagon was featured on CNN (link to video) and showed true sentiment for the candidates – a lead for Adam Lambert over Kris Allen on a positive level, and a scant 3% negative impression for Adam Lambert with no real backlash at all for Kris.

Why did I, using a very rudimentary love/hate modifier with Vitrue’s Social Media Index, see a huge backlash in relative terms for Adam vs Kris while Crimson Hexagon saw a much smaller difference?

For one, my modifiers were rudimentary – there are many more ways to show whether you are strongly for, for, against or strongly against something. My sample was only a very small slice of the posts out there and the data in the Vitrue Social Media Index (SMI) isn’t designed to show positives and negatives.

But what the SMI does appear to have, that Crimson Hexagon does not, is Facebook data.

I’m a big fan of Crimson Hexagon’s methodology to defining user sentiment (see why I think automating post sentiment is such a critical component of managing social media). But without Facebook status and wall feeds as part of its data input, I believe it misses some critical understanding of real-time sentiment among the masses.

Yes, Twitter is part of the micro-blogging component of real-time sentiment, but I don’t think users are as addicted or connected to the medium as they are with Facebook. In general, I believe you say things among your friends (e.g. among Facebook circle and within the walled garden) that you may not want to broadcast from the top of a hill for all to hear (e.g. Twitter). I would also argue that Twitter is much more about gathering data (their founders mentioned it as more of an info dissemination tool) and reading for the great wave of newbies than it is about truly interacting with other users.

Thus to really get a feeling for real-time sentiment, Facebook is a critical component. I believe lacking the Facebook feeds contributed to Crimson Hexagon’s negative measures being more muted than what I saw with the Vitrue SMI, and illustrates why marketers need to understand the underlying inputs in any system or technology they choose to leverage to view real-time sentiment.

Managing Facebook Fan Pages and Twitter with Sweat and Duct Tape

Yesterday, Mashable posted a nice overview of 25 different tools you can use to manage multiple Twitter accounts, but ideally you want to integrate your social media strategy across both your Twitter account and your Facebook Fan Page. As a marketer, it’s important to get an overview of the conversations happening about your brand across both platforms, as well as guide the conversations with posts to both platforms. In addition, you want the flexibility to send the same message to both audiences, but don’t want Facebook users to get confused with hashtags, retweets and other Twitter-specific lingo.

Of the tools Mashable mentioned, desktop dashboards (like TweetDeck and Seesmic) provide a single view of your Facebook and Twitter accounts, allowing you to read and post across both platforms, but both miss the mark in being able to integrate cleanly with your Facebook Fan Page .

From a reading perspective, the dashboards nicely allow you to categorize the different people you follow (e.g. one column for your email marketing tweets and another for your social marketing tweets), but the integration with Facebook is only for your profile page, not your Facebook Fan Page, a short-coming that I would think could be easily fixed in future releases (if you can integrate your Facebook friends, why not integrate the Wall comments from fan pages?).

Where the dashboards can have value is providing a single platform for you to post messages, although you need a little duct tape to make it work with a Facebook Fan Page and it’s not as clean as you’d like. To get these dashboards to post to your Facebook Fan Page instead of your profile page, you need to add Andy Young’s Selective Twitter application to your Facebook Fan Page (see the steps below). Once you have this installed, you can select which Twitter account you want synched with which Facebook Fan Page.

Then for any post that you want specifically to show up on both Twitter and your Facebook Fan Page, post via Twitter and add “#fb” to the end of it. This will instruct Facebook to read the Tweet, direct it to the right Fan Page, parse away the #fb, and add it to the Fan Page status. For example:

While this is a nifty way to simultaneously post to both Twitter and your Facebook Fan Page, it does have the side-effect of adding #fb to the end of some of your Twitter posts.

The toolset for marketers is rapidly developing to help marketers manage the onslaught of social media-based conversations in an efficient way. Yet the current tools at hand don’t provide a true overview of conversations about your brand nor an efficient and clean method to guide the conversation across multiple platforms. Companies like Vitrue and Radiant6 are working on enterprise tools that cover Facebook, MySpace, Twitter, and blogs. In the interim, marketers will do what they always do, experiment with duct tape (fusing Twitter Select and Dashboards together) and sweat (manually reviewing Facebook Fan Page Conversations).

Are you aware of other tools emerging to help marketers manage social media marketing more efficiently?

Setting up Selective Twitter Application for your Facebook Fan Page

  1. Go to your Facebook Fan Page
  2. Click Edit Page
  3. Scroll to More Applications box at the bottom of the page and click on the Edit pencil in upper right hand corner of that box to select Browse More
  4. Search for Selective Twitter, click on it and select Add to Page
  5. This should take you back to your Fan Page and you should then be able to Edit Page again and find Selective Twitter as an application
  6. Choose the Your Fan Pages tab and put in the Twitter Username you want associated with the account, and Save Changes

Update: Two key points when configuring…

  • Selective Twitter might prompt you to put your Twitter ID under the Your Profile tab – be sure to leave that blank and put your Twitter ID under the Your Fan Pages tab
  • Be sure to disable or remove the standard Twitter app as it conflicts with Selective Twitter

How Facebook Avoids Being the Next AOL

Facebook status lines and Twitter’s Tweets are the current behemoths in allowing users to start a conversation with friends, family, colleagues and strangers. On a very simplistic level, they almost act like a contact management system, like Outlook with a broadcasting feature. For all the growth, social sites and Twitter are being co-opted into dashboards (like TweetDeck and seesmic), allowing users to filter, follow and interact with their multiple circles of friends in one place.

Facebook has clearly seen the writing on the wall, working closely with these dashboard providers to ensure they are integrated, and focusing their efforts in leveraging the huge network of users in other ways – namely via Facebook Connect (tying users activity outside of Facebook back into the friend feeds, ensuring you don’t need to leave) and the recent news reported by Eric Eldon at Venture Beat about a new payment system (http://venturebeat.com/2009/05/11/facebook-to-test-virtual-currency-with-developers-in-a-few-weeks/).

If Facebook follows through and launches a payment system using a virtual currency (like credits) that is as easy to integrate into other sites ala Facebook Connect, it not only succeeds in making payments simple and moving towards profitability, but provides Facebook a chance to avoid becoming the next AOL (a company that defines a space but then gets left in the dust once the walls come tumbling down).