It’s a typical week night in at the Milburn household. The baby is in bed, the washing up is done and it’s time to chill. Which inevitably means my wife and I turn on the TV and have our dinner. I’m sure like us, you find it doesn’t matter what time you turn your telly on, it’s always on the advert break because that’s the way sods law works! As an incredibly impatient person I am enraged that it’s always like that and then the adverts only tend wind me up more. Am I the only person in the UK who doesn’t understand why Halifax employees would be running a radio station – badly – and why that woman needs to nod her head to the beat in that ridiculous manner? In fact, it’s got to the point that every time I see a Halifax advert I tell my wife “I’m never ever opening a Halifax account, ‘Ice Ice Baby’ really isn’t funny, it doesn’t make sense and worse, makes my blood boil”. Fortunately she understands my rage; she has her own contestants for the most annoying advert ever. This week it’s the new flake advert. “Why is that woman wearing a dress made of tripe whilst having purple poster paint thrown at her? That’s not arty, it’s just disgusting. I’m never eating a flake again”. Or the maddening ‘Perle-du-Lait’ advert, where they spread yoghurt on each other’s faces. I could go on…. (more…)
Brand Monitoring Blog Posts
Social Media Monitoring… There’s A Lot Of Mud To Get Through!
Tuesday, June 29th, 2010
I remember some years ago a University lecturer warning myself and a lecture theatre full of bleary eyed students about the perils of carrying out academic research via search engines and not putting in the leg work of good old fashioned reading. She said we would be “panning for gold in a river of mud*”. And of course she was right.
Recently I’ve found myself muttering this analogy as I’ve been researching and using several social media monitoring/research tools. There’s no denying they can show you all manner of information, which is great, but ultimately can leave you scratching your head and thinking “so what?”. ‘Sentiment’ is a particular bee in my bonnet. As these tools are keyword driven this metric is prone to being less than accurate. IE, a post containing the terms “poor” and “rubbish” would be shown as negative sentiment, but the post could itself read: (more…)
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