3 Novel Ways to Use Social Media Outside of MarketingApril 05, 2016
While staying well-caffeinated by countless cups of coffee and soda, participants hacked on social good and commercial projects using Zoomph’s social media data.
Participants presented novel ideas that gave us a peek at the exciting future that lies ahead for social media analytics. Below are top 3 ideas that transpired from the usabilathon – all of which stretch social media to its greatest potential.
1. Emergency and Disaster Relief
Today, social media is often the crowded birthplace of complaints—and distress calls. Respondents of emergencies and natural disasters can easily (and immediately) tap into the emotions of whole communities with social intelligence.
By monitoring sentiment, trending topics, and volume of chatter at specific locations, respondents can pinpoint the cause and effect of an emergency– as well as gather clues on the urgency of a situation.
Smart monitoring platforms like Zoomph can weed out hyperbolic posts that confuse complaints with legitimate distress calls by ranking the reliability of an author and/or the persistency of posts that are similar to one another.
By integrating social media into a real-time alert system, respondents can both locate and send immediate aid to victims, while monitoring the sufficiency of the relief they provide via geo-tagged sentiment, reactions tracking, and before/after comparison reports.
2. Political Outreach
The most digital-savvy politicians may be some of the most fabled, yet controversial figures in the public spotlight (Donald…). But more than just offering a way to gain political advantage, the digital age provides a never-before-seen opportunity for campaign analysts to understand groups outside of the mainstream.
The theory is that many who are disconnected from the traditional voting process still take to social media to voice their opinions. The challenge, however, is weeding through the loud, often-polarizing noise online for actionable insight.
One of our usabilathon groups organized data into a controlled, thought-provoking social space whereby analysts can amass social media reactions and sort through them via impact, event, demographics, political affiliation, location, and/or sentiment.
With social data, analysts can also gain ground-level understanding of a constituent’s interests and associations outside of politics. The hope is that such intelligence will help our politicians speak more accurately for their constituents’ needs—not simply to them.
3. Crowd Control & Security Operations
Social media may be the “golden ticket” to identifying real-time threats to security and/or entertainment.
Already, a number of criminals have been caught by posting threats or incriminating evidence on sites like YouTube or Facebook. But whether you be an officer of the local police force, a facilities manager, or a securities manager at an event, social intelligence can make monitoring crowds efficient and inexpensive.
For example, a well-sketched keyword(s) tracker laid atop a geofenced search feed can help paint a dynamic “current state of affairs” of large, social crowds.
Moreover, emoji tracking can unearth subtler (but equally contagious) sentiments expressed through image rather than text.
Using specific and carefully-tracked social data, crowd-control officers can roll up daily reports and judiciously allocate resources to fix any ongoing or immediate concerns.