A Social-Media Decoder | MIT Technology Review

By David Talbot, MIT Technology Review, Nov/Dec 2011

…Overall, the data was raw and, in many cases, ambiguous. But Poltrack came away with some respect for what he was seeing. “As a one-time measurement, we have better ones,” he said, referring to CBS’s precisely constructed surveys. But whereas the surveys are intermittent, social-media analytics can provide “a continuous monitor of conversation about a program, episode by episode,” he said. “And that is something we can’t replicate.” What’s more, the quantity of commentary is increasing all the time, making it more important as an object of study and as a force network executives would like to harness. …

For full text of the article via A Social-Media Decoder – Technology Review.

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