The Artful Science (and Scientific Art) of Social Listening

Posted by Jackie Cuyvers on Wed, May 14, 2014

The uninitiated may believe “social-media listening” or “social listening” is a tool-based insight machine, delivering answers like coins from a winning slot machine. That’s far from accurate. When you begin social listening, monitoring with a tool or platform is only the first step. Listening is more proactive—and allows for a deeper understanding, leading the individual to gain insight.


>
Read More

Five Ways for Pharma to Read Between the Tweets

Posted by Sharon Karlsberg on Tue, Nov 12, 2013

While buzz on Twitter will never outweigh critical data in a peer-reviewed publication, social media is becoming an important part of our industry’s dialogue. The oncology market is no exception, as insight gleaned from recent Twitter traffic and trends reveals.

At the 2013 meeting of the American Society of Clinical Oncology (ASCO), our ZS oncology team attempted to research social media’s impact in real time. ASCO is perhaps the most critical research update and networking event in oncology, with more than 30,000 clinicians, researchers and industry executives attending. At a gathering this big, what’s said away from the podium is also intriguing.

So we partnered with SetuServ to use advanced algorithms, clustering techniques and banding classifications to make sense of dispersed social media data, specifically Twitter updates posted from the conference.


>
Read More

The Value of Social Media Listening

Posted by Alexandra Fulford on Tue, Nov 05, 2013

Social media listening has become quite a hot topic, but many people still do not fully understand the value it can bring. This is partly because people do not always approach or structure social media listening around the appropriate business questions.

To really understand its value there are two important elements to consider. Firstly there is no point listening for the sake of listening. It is important to have clear business goals and objectives. What are you trying to achieve? What information do you need? Secondly, and just as important, how will you use this information? How will these insights be integrated into your strategy and decision making?


>
Read More