Decoding social conversations is key to measure your audience

By June 29, 2012
Keywords : Smart city, America
tv screen with conversation bubble

Bluefin gives networks and brands access to more conversations about their content with their research-powered analytics. Knowing how to analyze those conversations .


When talking about the future of television, technological innovations like connected TV or second screens apps is what first comes to mind. But another challenging topic is the analysis of social conversations. Now that TV viewers are connected and are always looking at several screens at a time, the ability to analyze their reactions on social networks is becoming critical for TV networks as well as brands. a solution that monitors all TV content - shows and commercials and gives clients the means to optimize ad campaigns as well as reach their social media audience. Bluefin has two versions of their social TV analytics - one for TV networks or operators, Signals Network Edition, and the other for brands or ad agencies, Signals Brand Edition.

Being able to decode social conversations that lack context…

Generally, in order to analyze viewers’ comments about a specific TV show, TV networks look at tweets and other types of social content that actually explicitly mention the TV show, a character’s name or the TV network itself; this type of content is “linked” content. However, most viewers don’t take the time to include twitter mentions, hashtags or links when they comment about a show online. All of those “non-linked” conversations are basically comments that TV networks can’t analyze and can’t take into account. The Cambridge, MA-based startup has plugged their Signals products into research based on the Human Speechome Project from MIT’s Media Lab. Bluefin uses machine learning to overcome posts without context, observe communication strategies, and use algorithms to connect different media - such as video and speech.

… Is a critical challenge for TV networks and brands alike

All of these elements come together to form a social media decoder. This decoder was used to develop an automated media analysis platform which produced a dataset that the company refers to as The TV Genome. TV programming value is measured by more than viewership. In the current entertainment climate, success is often measured in online conversation about plotlines and characters, with viewers sharing their experiences within their network. Better understanding of an audience can demonstrate engagement, which can in turn drive ad sales revenue and optimize brand affinity. Brands can measure their TV campaign’s impact based on conversation and compare to competitors, as well as determine the best types of programming for ads and integrations based on audience.

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