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Company > Philosophy
New users form opinions in groups and are exhibiting increasing power to influence overall market opinion. Blogging, as just one component of this phenom, is growing at a rate of 62,000 new blogs per month. Another component, social networking, represents exponential growth in shared opinion across the web.
Companies must gain insight into group on-line behaviors if they hope to predict and tap the social market. To stay in touch with their users, they must find ways to deal with the massive flow of structured and unstructured data related to social media and process it into actionable community intelligence.
At Groundswell, we believe that many social web initiatives will fail because they take an anecdotal or strictly traditional approach to marketing to groups. We see many companies launching social media projects with no real plan to analyze the organic and egalitarian nature of the new web.
Our approach nets group data and processes it into community intelligence by assigning specific group attributes, weights and factors to users. This allows the company to predict group behavior and target the most influential bloggers and the most active social networkers with insightful messaging, rewards and advertising that has a high potential of return.
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