A new article explores the potential of semantic analysis to find greater meaning in social analytics. According to the article, “A good many influence determination tools (e.g., Klout, LinkedIn’s InMaps social graph) look at influence in terms of interaction patterns between people and their individual social networks, or networks of friends and followers. These tools look at the dynamics of the interaction primarily rather than content.”

Such tools are excellent for tracking the extent to which a single social post can spread, but “these metrics primarily focus on the patterns of the interaction, rather than the content of what is being discussed. You can do a great deal of analysis based on the interaction pattern alone, but the next step beyond is to look at the content itself–the realm of semantic analysis.”

The article looks at the example of the United Breaks Guitars video: “United Airline’s stock price fell 10% within four days of publishing that video online, costing the company $180 million in market valuation. These types of problems require real-time analytical capabilities,” namely, the real-time analytical capabilities of semantic analysis.

Image: Courtesy Flickr/ kevindooley

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