Social Web Analytics – upcoming ebook and a case of cobblers’ shoes 3


Two weeks ago, I posted about the fast paced field of Social Web Analytics. I presented a definition of these tools, expressed my intent to write an ebook on the technology and the main vendors, and listed the vendors I intend to cover…

I also invited anyone with experience of wielding these tools to get in touch so I can include comment and insight from them. This invitation is still open.

What’s really interesting however is that only two of the vendors have got in touch to volunteer their full cooperation in my analysis. This may be because I had previously sent everyone a 52 question questionnaire and they may have thought I’d had my due dose of attention!… but they didn’t know, as I didn’t then, of my intention to write up and publish my findings (non-disclosure agreements permitting).

Have their own systems flagged up my post for their attention? Are they living their own story about brand tracking for influence? Will their tools bring this post to their attention to compel them to get in touch? I’ll let you know in my ebook.


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3 thoughts on “Social Web Analytics – upcoming ebook and a case of cobblers’ shoes

  • David Meerman Scott

    Hey Philip

    This is a very interested and needed project and I am interested in the results of what you find. These tools are extremely valuable to Tuned In marketing and PR professionals at both client side and agencies. I can only imagine that some tools are better than others. Your analysis will help us all to understand.

    I’ve made use of the Dow Jones Insight product in one of my analysis projects and it was very enlightening. I had Dow Jones analyze several hundred thousand press releases sent by companies over a seven month period in North America to find the over used Gobbledygook phrases — those things like “mission critical” and “cutting edge” that are so overused as to be rendered meaningless. The analysis was enlightening and has been viewed by over 100,000 people and formed the basis of a chapter on good writing in my book. I could not have done the analysis without a tool.

    The winner of the most over-used gobbledygook phrase in press releases was “next generation”.

    Here is the link to the analysis on my blog: http://www.webinknow.com/2006/10/the_gobbledygoo.html

    Disclosure: I do occasional work with the Dow Jones Enterprise Media group such as speak at their events.

    Looking forward to the analysis!

    David Meerman Scott
    bestselling author of “The New Rules of Marketing & PR”