DAILY NEWS Feb 6, 2013 8:29 AM - 0 comments

Research Company Filters Social Media Conversations for Canada

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The rest of the world is too noisy to hear Canadian social media activity clearly and accurately.

That's the world from Fizziology, a U.S. based social media monitoring company that has opened up a Canadian research arm.

Fizziology says it can deliver Canadian-based intelligence using a multi-layered language and geo-location approach to capture only Canadian social media conversations.

That means social media analytics and usage reports about Canadian media, advertising, sports and related activities can help brands, agencies and entertainment industry players here make more informed business and marketing decisions.

“Until now, it has been nearly impossible to accurately sort which social media conversations are taking place in Canada and which are taking place in the U.S.,” said Jen Handley, COO and co-creator of Fizziology. “By tailoring our services to the Canadian market, we’re providing social media intelligence that can be used to more accurately measure media impact and sharpen messages that are more relevant to Canadian audiences.”

Fizziology describes its proprietary system that can monitor social media buzz from Facebook, Twitter and blogs to grade sentiment, spot trends, and identify what’s driving online conversation. Real people – not automated keyword searches – read a statistically relevant sample of the social media chatter to provide actionable data. Fizziology also performs detailed analyses of the data it creates to provide brand, agency and entertainment industry executives with marketing insights, media optimization intelligence and recommended actions that help them make informed business decisions.

In addition to marketing insights for brands and television networks, Fizziology provides insight as to which television shows would offer the best returns on advertising dollars. Because ratings are only one of the dimensions of value for advertisers and networks to consider, Fizziology measures the social media impact of programs and quantifies the value of that impact. This score can be used as a point of comparison with traditional ratings or combined to create a more holistic view of a program’s value.

Its methodology allows a larger database of geographically tracked feeds to be pulled, and these conversations are read by trained analysts who can catch tone as well as content, and identify sarcasm, misspellings, slang, pop culture references and other conversations that may be overlooked by a computer program.

For more Mediacaster Magazine coverage related to this topic, please see:

More Social TV Audience Measurement Tools from Nielsen, Twitter


TV Measurement, Social Media Analytics Come Together in Neilsen Acquisition


CMF Partners with comScore on Digital Media Measurements


Media Analytics on the Go with New Mobile Application


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