Chatter Data: What Are We Thinking About?

Dateline: December 5, 2014

Welcome to our Friday WRAP – one thought-provoking idea to think about over the weekend.

This week’s idea comes from an interview with Blake Chandlee, vice president of global partnerships at Facebook, published by Sloan Management Review.  Chandler described a category of data that is providing new insights into what people are thinking about when they are just chatting online.  The digital conversations are easy to find, but the amount of data to analyze is vast, and the algorithms to capture the main ideas is complex.  Chandler commented,

“Chatter data is what people are talking about when they’re watching television or when they’re watching a sporting event,” he continued. “What kind of reaction are they having? Are brand mentions included? How are brands representing themselves in that kind of chatter? What kind of, say, hair color? That might affect a hair care company.”

Chandlee added: “That kind of real-time knowledge and opening up pipes for brands or their agencies and consultants and others to access that data to inform decision making is key. But privacy will always be the primary underlying consideration, which everybody has to consider because the consumer backlash if they find you using their data inappropriately is significant and quick.”

How can your organization use chatter data? What insights might be gleaned from it for your team?

That’s a WRAP!  Have a nice weekend!

Speak Your Mind