My friend Jason is very clever. He has taught me a lot about advanced tech geeky stuff concerning metrics, social media and monitoring services. He knows all the AI and Natural Language Processing stuff. He has a company which is sure to be bought by Google or someone like that. And he wrote a fantastic post which I thoroughly recommend if you want “the short version of the future of media monitoring for business” here.
He is also 99% wrong. Not in what he writes. I am pretty sure that – as usual – he can see what is coming better than I can in his area of expertise. But in tech, that is not what it’s about for your business. In tech, I am the best futurologist because I now the timing of what is coming. And throwing away dashboards or whatever else Jason describes is far, far away.
If you live in Silicon Valley and all your friends use Slack, sure, be my guest. The rest of the planet, read on. Your country’s internet is not as rich as the guys over there. Every day I look through analytics for customers’ sites and blogs and I am amazed. “Seriously! Has nobody written anything better on this topic and we are getting 50 Google organic search results for this???!!!” Every day. All the time. It is not just in Greek. I have run projects in other languages, heck, languages I don’t even understand, and still got fantastic response with content. You can even just Google translate a page, stick it on your website and it will work. Not talking about spammy tricks here. People coming from a Google search for something also read longer and click on more pages afterwards.
The main reason most small and medium sized companies want media monitoring, or social media monitoring is not for fancy sentiment analysis or crisis management. It is to sell. We want customers. Every word I write here is designed to make you want to hire me. Every word I write for a customer selling shoes is thought out so as to honeypot the right kind of consumer to buy those shoes. I love Jason’s new tool, you can try it for free at http://qualia.ai/ Sure it’s not the most simple thing to make Boolean queries, most of you clicked away just reading the words. But it is much, much better than Google alerts or whatever other freemium, crapium you are currently using. And if you use Jason’s smart company, it will get even more useful.
For what? Well, as Jason correctly says in his post, we need “actionable” data. We need to integrate it with business workflows. Yeah, yeah, yeah, that is what I always say to customers, just before they say “you are right, but let’s just do the quick and dirty thing now to get this project done.” Your average one-man-show marketing person struggling to prioritise social media posts and measure what the hell is going on, wants a tool to find stuff and help create stuff for repurposing content. Very few companies bother to optimise a system, any system, enough so that it automates such decisions. “Hey, Marketing division, you are all fired! We have an advanced AI which can figure out better than you the trends!” Fantastic, let’s get that in here asap.
Of course I am biased. I loved content marketing. I am struggling to write this paragraph without consulting some data to decide which words to use to best attract Google but since it is the last paragraph, the weighting here is not as important as the opening paragraph and I will just say what I mean: the world’s internet has not got enough content. Google is getting better at making sense of content. If you are not operating in English have a party, you have an enormous opportunity to easily get customers like that. Go make better content than what is available.
If you don’t know how, hire me or hire Jason.