A few years ago blogs became disastrous for social analytics. The blog content farms like Demand Media corrupted blogs as a source for analytics until Google changed the algorithm and cleaned it up.
Twitter is suffering from the same issue now. Bots and other high-volume oddities have clogged search results and rendered broad analytics virtually useless. Trust us, don’t trust Twitter results via social listening tools. They’re generally full of odd spam and bot-crap.
This isn’t Twitter’s only issue for use in analytics. The network increasingly feels like a PR Newswire source and less like a true environment for social exchanges. This combo of Bot-spam and Newswire-centricity has us depending less and less on the network for getting real insight into consumer point of view on a brand or a topic. I imagine us leaving Twitter out if it doesn’t get cleaned up soon.
Filed under: social marketing, social monitoring, twitter | Tagged: communication planning, ed dilworth, Social Analytics, Social Listening, twitter |
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