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Tracx is a 360-degree social media management software (SMMS) platform delivering unified social intelligence that allows enterprises to manage, share and extract actionable insights, threats and opportunities from the social web.

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Don't Be Fooled By "Big Data" Impostors...

  
  
  

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"If a data scientist could use [the product] to do something they could never do before... then call it a Big Data technology. If not, but you think the technology is great, just call it better BI." - Forbes

In a recent article published by Forbes,  the rising trend of “fake Big Data” products is discussed. As of late, more and more companies are adding the adjective “Big Data” to their marketing in hopes of gaining more traction with their target audiences.

For every business platform, there are “big data” players, and then there are Big Data players. It’s important to be able to distinguish the difference. “Big data is an all-encompassing term for any collection of data sets so large and complex that it becomes difficult to process using traditional data processing applications.” Other platforms can be grouped into a “nice to have technology” category. From research conducted by Platfora and Luth Research, 55% of respondents said that small data solutions were being repackaged as Big Data solutions. 

Riding the coat tails of a trendy and popular buzzword is nothing new in the technology market. Just as in the early days of the internet when companies were simply adding “.com” to their name to be buzz-worthy, Big Data must overcome being used simply as a buzzword within the industry. True big data companies prove they legitimately deserve this title by making access to big data more tangible and useful – making it so clear and straightforward that, according to the Forbes article, “your mom and dad could use it or a data scientist could use it to do something they could never do before”. 

To put this into perspective, the phrase “don’t talk about it, be about it” certainly applies here, as Tracx pulls data from anywhere on the Internet that a conversation can be held. Data is sliced and diced to become manageable and actionable by everyone, from community managers up to research analysts across the enterprise. The key: It’s useful. It’s efficient. It’s insightful.

“…data is like crude oil. It needs refining before it becomes gasoline.” - Joseph Tripoldi, former CMO Coca Cola.

In today’s market, data must be easily actionable to truly be considered “Big Data”, otherwise it’s simply a database of information sitting on a server. Next time you hear a company claiming they are “Big Data”, take a look at what their company actually does by asking, ”Does this product reveal insightful, new insights and allow me to use the data easily in ways I could not do before?”

Tracx does…

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5 Ways That Tracx Enhances Your Social Customer Care

  
  
  

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Customer loyalty has never been of more focus to big brands than it is today. Consumers these days are faced with endless choices in terms of what they want to buy, and whom they want to buy it from. The Internet allows for people to purchase practically anything, from anywhere, at any time. This has caused a culture in which brands constantly vie for consumer loyalty. But at the end of the day a consumer doesn’t always choose the best product, as there are other notable factors at play. Oftentimes, customer care plays a much larger role than most people give it credit for.

Consumers Are People

People like to be treated nicely. They like to feel as if they are individuals, that their pains matter, and that they’re not just another number representing a sale to their favorite brands. More often than not, they want to buy into the lifestyle that a brand is selling, and to feel as if they are a part of something bigger than themselves – think Nike, or Apple. Remember, they need to feel like individuals. Although the climate of competition for consumer loyalty has stiffened significantly in the past decade, the ability to connect with consumers on a beneficial and personal level has also become much easier for brands.

Social media is the key to real-time, always-on customer care

Today’s biggest brands deal with consumers scattered all over the globe, and dealing with cultural nuances, time-zone differences, and countless other obstacles can be tough from a client services perspective. Social media breaks these obstacles down, and provides a convenient, effective, and immediate forum for brands to connect with their consumers and ensure that they are having the best experience possible.

Here are 5 ways that Tracx can better your social media customer care:

1. Be Quick

In Tracx, queries are created that pull in all content that is relevant to a particular brand, their industry, or anything at all that interests them. This content, which is filterable in any way that the organization desires, is then presented in customizable, streamlined dashboards. As soon as a consumer (or potential consumer for that matter) mentions anything that is of interest, the content is presented to Tracx users immediately, and is directly actionable from within the platform. It’s never been easier to keep your finger on the pulse of what your customers are saying, and immediately engage with them accordingly in real-time.

2. Be More Personal

As mentioned above, one of the greatest, most loyalty-inspiring feelings a consumer can experience is the notion that they are much more than just a number to the organizations that they choose to give their business to. Tracx makes this concept much more tangible. Whether it’s engaging via the Tracx platform to respond to a social post publically, or sending a private direct message for complete one-on-one interaction, brands can now easily tailor responses to customer pain points with specific information provided by that customer. Consumers appreciate this personalized approach to customer care.

3. Know When To Route Issues for Greater Attention, and Act Accordingly

While using Tracx, chains of authority are created easily and effectively. If a junior brand representative isn’t ready to be directly engaging with the general public, their publishing abilities are void, yet they can still stage posts of engagement for approval that are then sent to users with higher authority. Pieces of content can also be flagged for immediate action, or tagged to a specific Tracx user. These users will then be notified both within the platform, and via email that they have social posts waiting to be actionized.

4. Create a FAQ Database

Organizations using Tracx for customer reap the benefits of proactively handling their customers with swiftness and efficiency. Additionally, by pulling in all social content relevant to your brand, it’s easy to record and categorize recurring themes when it comes to the questions that people routinely ask. This list of FAQ’s can then be turned into a FAQ database, and also used during the onboarding and training process of new client services representatives. Host the FAQ database on your organization’s website, as some customers first preference is to find the answers to their questions on their own. Tracx makes this simple and easy.

5. Monitor and Measure Your Customer Care Performance

With Tracx, organizations set definitive customer care goals, allowing for precise measurement of client services team performance. For example, an enterprise might have the goal of decreasing the average time that it takes a brand representative to respond to a customer complaint. Tracx provides firm numbers to serve as indicators to whether or not these goals are being met. Executives can look at team performance as a whole, or at an individual’s response times.

Contact us today and start delivering real-time, always on customer care with Tracx.

The Dark Side of Influencers – Dealing with Brand Assassins and Brandjacking

  
  
  

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In the past, we’ve shared the ways that Tracx helps you identify and manage your brand’s social influencers. We’ve discussed how a unified next-generation social enterprise platform helps you align with these people of power, and ultimately allows you to partner with them and have themshare your message and promote your products. While the influencer module within Tracx provides easy, intuitive, and powerful influencer identification and management capabilities, these functions can be harnessed not only for leveraging your brand advocates, but also for locating and dealing with the people who have the potential to seriously tarnish your brand’s reputation. We call these people brand assassins.

In the same ways that social influencers inspire the spread of positive sentiment as they vouch for your organization’s product or service, brand assassins kindle a negative sentiment wildfire that can seriously jeopardize a brand’s reputation, both online and off. Some of the most common examples of this are cases in which “brandjacking” takes place. Brandjacking, by its traditional definition, is when someone (or a group of people) acquires or otherwise assumes the online identity of a separate company for the purposes of obtaining that business’s brand equity.

THE RISE OF BRANDJACKING

Social media has made brandjacking easier than ever. Massive social campaigns can be overridden by determined and strategic individuals and groups to convey the complete opposite message that was intended by the organization launching the campaign. Further, viral hashtags can be initiated by brand assassins that then are misinterpreted by the general public as being generated by the organization under fire. 

Not too long ago, we wrote a blog post discussing how Toxic Effect, a small Latin American environmental group, took to Twitter and promoted the hashtag ‘#AskChevron’ with aims of creating awareness of the profoundly negative impact that the oil juggernaut has had on the Ecuadorian rainforest. Many people assumed that it was Chevron that had promoted this hashtag, and therefore took the opportunity to interrogate the company on the morality of their business practices. Thanks to strategic planning and timely execution on Toxic Effect’s behalf, #AskChevron was mentioned over 8,000 times over the course of just a day and a half, and Chevron quickly found themselves knee deep in a PR nightmare.

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Toxic Effect’s act of brandjacking worked better than even they probably predicted. The story of the success of #AskChevron, and the hot water that it put the oil corporation in, was soon being shared by media outlets around the world, both online and off, and Chevron was left to retroactively clean up the mess and pick up the pieces the best they could.

Brand Assassins Can Come from All Angles (even internally)

An example of pure brand assassination occurred this past spring when US Airways’ Social Customer Care team responded to a service criticism. The airline replied to a customer’s tweet with a fairly scripted, black and white standard reply, which evoked another criticism from the same user…Then the post took a gruesome turn…Instead of linking the customer to US Airways’ review and follow-up page, a link to an extremely inappropriate, aircraft-related NSFW image was attached which spread quickly online. The offensive post remained live within US Airway’s Twitter feed for over an hour (practically an eternity in social media time). But how could this have even happened?

According to a spokesperson for US Airways:

“US Airways was attempting to flag an inappropriate tweet that contained the graphic image. In doing so, the pic.twitter.com URL was copied, as well. Then the graphic image was inadvertently pasted into a tweet sent to another user. While the two tweets were live they actually linked to each other.”

Internal governance checks and balances were circumvented in this process.

Be Quick. Be Responsive. Be careful.

So how can brands predict and avoid such staggering blows to their public image? Social media brings with it a high degree of unexpected and seemingly uncontrollable messaging. But brands can take precautions to minimize damage from brand assassins. It starts with a clear social media strategy and set of corporate social guidelines. These policies provide the framework that builds into an approval process, sense of governance, and an overarching plan of action for social media activity. Then it takes the right technology and training in place to intercept, route, and triage any negative social media content. Speed is essential. 

It takes the right tools

In Tracx’s influencer module, organizations see the social profiles of brand assassins surface as negative sentiment begins to spread surrounding the brand. Such negative influencers routinely discuss subjects relevant to the brand’s industry, and often call the brands out by name. Once these negative influencers are identified, brands can keep an eye on their social activity and engage with them head on accordingly. Brand assassins can appear relentless when their efforts are not responded to by a defensive corporation, but oftentimes once the organization fires back, typically through pragmatic explanation, the negative influencers ultimately cease and desist, or at least back down considerably.

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Brands that implement Tracx reap the benefits of customizable and process-optimizing workflows that result in smooth and efficient tagging and flagging of social content. This makes taking a proactive and real-time approach to dealing with brand assassin-inspired crisis management easier than ever before.

To learn more and see first hand how Tracx allows you to target and engage your influencers, whether positive or negative, contact us below to schedule a demo.

Tracx Introduces Entities: Faster, More Efficient Social Analytics

  
  
  

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On Sunday we released the latest version of Tracx, the leading unified enterprise social media platform. The update features advanced capabilities including improvements to publishing and collection, as well as an integration with IBM Coremetrics. However, arguably the most significant addition to our software is the ability to filter data by entities.

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Within Tracx, an entity is a key term of interest that is not (necessarily) part of your query. With our entities feature in place, users are now able to filter Tracx content to that which contains a specific entity, and then view all of the Tracx insights around that focused pool of data. Identifying and tracking entities lets the user explore key attributes across multiple topics without requiring time-consuming query setup. By setting up entities, quick and easily accessible insight is provided into specific aspects of the topic(s) at hand.

The Benefits of Using Entities

  • By utilizing entities, users can now slice and dice collected data, without altering collection.
  • Entities allow users to analyze industry or category attributes across multiple topics in a unified view. For example, rather than creating “price” queries across ten different brands, you can look at price data across all brands by quickly setting up one entity.
  • Entities can be leveraged to explore an emerging trend, such as mold detected in eyeliners.
  • Users can intersect 2 or more entities in order to find all related documents that contain both mentions together.

Setting up and Adding Entities to a Tracx activity is easy:

From within the Settings Screen, users click on the NEW “Entities Management” menu.

From there, you have 2 options:

  1. Enter new terms you want to track as entities.
  2. Use our NEW discovery tool to surface new terms to track with the click of a button.

Compare and filter across multiple Intersecting entities for greater insight:

From the universal filter menu, users can quickly access their newly-created entities for instant deeper insight by overlapping 2 or more terms.


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Tracx Continues to Lead The Market with Version 4.9 Release

  
  
  

New York, NY, October 1, 2014 – Tracx, the leading unified enterprise social media platform, released version 4.9 this week. With the update comes advanced capabilities and features, such as the ability to filter data by entities, an integration with IBM Coremetrics, and improvements to publishing and collection.

With the introduction of entities, Tracx users can now analyze industry or category attributes across multiple topics in a unified view. Rather than creating multiple queries around one topic for multiple different brands, users can now look at the data that is relevant to that topic across all brands by setting up one simple entity. 

Entities give greater ability to explore emerging trends, plus, multiple entities can be intersected in order to find all related posts that contain both mentions together.

Tracx also announces its integration with IBM Coremetrics, a leading provider of web analytics and marketing optimization solutions, in the release of version 4.9. The integration layers the power of enterprise website analytics onto full-conversation social media listening and management to deliver an end-to-end understanding of the effect of each channel’s activities on one another. 

Publishing capabilities have also been improved. Content drafts are viewable across teams in the enterprise, and engagement reports show custom tags added to private direct messages and public social posts. This tagging feature allows users to categorize not only public content, but their direct messages as well, providing users with the benefit of segmenting content into granular, flexible categories. Tracx also adds support for viewing images within direct messages and comments/replies, furthering the platform’s position as a unified solution for all social media management. 

About Tracx

Tracx is the next-generation unified enterprise social media platform that empowers brands to manage, monetize, and optimize their business. The technology refines and analyzes masses of data across all social channels, providing deep insights into customer, competitor, and influencer behaviors. It delivers the most relevant, high impact audiences and conversations by capturing a 360-degree view of activity around a brand, product, or ecosystem. With Tracx, businesses obtain geographic, demographic, and psychographic insights to identify and target influencers, improve planning, enhance monitoring, and effectively focus engagement. Headquartered in New York City, Tracx has offices in Tel Aviv and London. The world’s top brands rely on Tracx.

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IBM and Tracx - Uncover The Impact of Social Media On Website Performance and Revenue Generation

  
  
  

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Earlier this week we announced our integration with IBM Coremetrics, the leading provider of web analytics and marketing optimization solutions. The integration layers the power of enterprise website analytics onto full-conversation social media listening and management, delivering an end-to-end understanding of the effect of each channel’s activities on one another.

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Social media’s treatment as an orphaned child of marketing is ending. The marriage of Coremetrics’ enterprise-level web analytics with Tracx’s granular social analytics brings a new level of understanding to today’s marketers, who demand greater insight into ROI-driving activities across all channels.

Through the integration, brands can better understand trends, gain profound insight into the influence of their actions and campaigns, and measure discussions versus actions with acute accuracy. 

What is the integration? 

The Tracx|IBM integration allows organizations to connect their IBM Coremetrics account into the Tracx enterprise social media platform. Key metrics from Coremetrics are automatically imported to Tracx, allowing users to analyze their e-commerce site performance in conjunction with social media performance. These metrics include visitors (new and unique), buyers (new, repeat and unique), time on site, pages visited, etc. Understand customers beyond the transaction…learn behaviors and attitudes of the people who have converted to customers and purchase products most.

Through this integration, organizations can:

  • Understand trends
  • Uncover and define the influence of actions and campaigns
  • Measure discussions vs. actions

Who does it help? 

E-commerce site managers, marketers, online sales stakeholders, and anyone within marketing or sales roles who are looking to further understand their customers to scale results that drive revenue.

What are the use cases? 

Online sales optimization via social campaigns:

The ability to measure social performance/KPIs against e-commerce performance allows organizations to better correlate and align social media and e-commerce together, driving more sales through the e-commerce site. 

Audience Monitoring and Management:

The ability to listen to the audience that converts to a costumer (or a potential customer) translates to more focused and targeted campaigns.

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Tracx Expands into Latin America Through Collaboration With The Influence

  
  
  

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“Tracx’s ability to dive deeper into the data than other platforms and their unique street-level heat-mapping provided the granular detail we were looking for to provide the best service possible to our clients in each country, while insuring language and cultural relevance”

Eduardo Benchoam, CEO at The Influence

Tracx, the leading next-generation unified enterprise social media platform, has announced its collaboration with The Influence, a marketing tech store for Latin American agencies and brands. The collaboration increases Tracx’s global expansion into Latin America.

“Latin America is one of the fastest evolving markets for social media adoption and has spurred the need for powerful measurement and analytics,” explained Jamie Warner, who leads client growth in Latin America for Tracx. “This relationship between Tracx and The Influence brings our next-generation social media analytics, engagement, and monetization platform to the region’s leading brands and agencies quickly.

The collaboration between Tracx and The Influence originated out of a common goal to provide industry-leading social listening, engagement, and management through a single unified platform to the under-served Latin American market. Due to Tracx’s focus on data integrity and analytics, and The Influence’s ability to locally service eight key territories, The Influence was able to produce immediate success by bringing in clients from Mexico and Central America. 

“This region is very diverse, each country has its own idiosyncrasies. As we reviewed numerous platforms, Tracx dominated across many key areas necessary for our clients.” stated Eduardo Benchoam, CEO at The Influence. “Tracx’s ability to dive deeper into the data than other platforms and their unique street-level heat-mapping provided the granular detail we were looking for to provide the best service possible to our clients in each country, while insuring language and cultural relevance”

Tracx’s global expansion continues to accelerate through global collaborations. By working with regional agencies and partners, Tracx has continued to grow at an exponential rate, increasing global coverage that the world’s top brands have come to rely on.

Original Release: 

Yahoo Finance

Tracx is prepping for Social Media Week London...and a special offer!

  
  
  

Social Media Week London will be taking place September 23rd-25th, 2014. Social Media Week is global conference that provides ideas, trends, insights, and inspiration to help people and businesses understand how to achieve more in a hyper-connected world. The event features a central stage for keynotes and panels, multiple rooms for workshops, masterclasses and presentations, and an area dedicated to co-working, networking and interactive installations.

Tracx social media command centers

THE RISE OF SOCIAL MEDIA COMMAND CENTERS

Register Here

Social media command centers have boomed in popularity in recent years with major brands using highly visual hubs to display conversations about their brand in real-time. By pulsing social data into the heart of an organisation, social media command centers provide valuable, real-time insights to a whole host of business functions.

Join Jon Grorud (Tracx) and Nikki Carlisle (FreshMinds) as they explore how social media command centers can add real value to a business. Drawing on case studies from a range of FMCG, financial services and retail brands we’ll examine how social media command centers can be used to:

  • Facilitate real-time marketing
  • Manage crisis communications
  • Boost the profile of social within an organisation
  • Manage customer service
  • Help brands get closer to their customers

Plus, we’ll explore the practicalities of running a social media command center and leave you with our top tips for making command centers a success.

 

Still don't have a ticket? Get 50% off your pass to the entire week! Courtesy of Tracx.

If you haven’t registered yet, don’t miss out! Tracx is offering a limited number of admission passes at 50% off the price for key partners. If interested, please simply enter your email and name. 


Social Influencer Insight Metrics, Part 3: Quality

  
  
  

Today we’re continuing our Social Influencer Insight Metrics series.

In Part 1we defined an influencer as a person or a group of people who possesses greater than average potential to influence due to attributes such as frequency of communication, personal persuasiveness, or size of and centrality to a social network, among other traits. We also delved into the importance of relevance

In Part 2, we discussed the role that impact plays when identifying, targeting, and maintaining relationships with influencers.  

Get Tracx's guide on th most important metrics in measuring influencers

 

In our whitepaper titled 5 Influencer Insights That Matter we outline the 5 key insights that comprise an efficient and powerful influencer. In this post, we’ll address the importance of quality.

 

 

Impact is on of the most important metrics in measuring influencers in social media. Learn more from TracxQuality is determined by the type and amount of interactions with an influencer. Why does the type and amount matter? You want consumers to invest time in your message via your influencers. Looking at time spent viewing content is not a new marketing metric. Recently, influencer marketing has shifted to focusing on having your consumers spend more time having positive, or at least constructive, conversations about your brand.

In order to truly define quality, the Tracx platform weights some types of interactions higher than others. Interactions such as replies rank higher than likes, re-tweets, and other single-click actions, due to the fact that they involve more investment from the consumer. Quality serves as a good indicator of how relevant and engaging the influencer’s content is.

The Tracx Influencers dashboard allows you to sort and visualize all of these attributes.

Tracx social media influencer dashboards reveal more than simply WHO is an influencer, but also shows you why they are an influencer

Depending on the goals of your program, you might want to target influencers with high quality interactions with the assumption that this will lead to more conversation about your brand.

Simply looking at quantity of posts is misleading. Quality coupled with impact and other metrics reveal who your brand's true influencers are. In addition, by calculating impact and quality of the influencer, brands can also surface who their brand assassins are much quicker and take action to difuse harmful content or convert the brand assassin into a brand evangelist.

 

Ready for more? Sign up for a demo of Tracx below.

The best way to understand Influencers and the key metrics presented in our series "Social Influencer Insight Metrics" is to see a demo of Tracx. 

 

Our entire Social Influencer Insight Metrics series: Part 1, Part 2, and Part 3



#ThursdayThrowdown: Hubway vs. Citi Bike

  
  
  
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Today, we continue our #ThursdayThrowdown series, where we take two brands, events, or trends that we’re interested in and put them head to head using Tracx technology. 

This week we’re looking at public bike share programs in New York City and Boston. Citi Bike is a privately owned public bike sharing system that serves parts of NYC, and is the largest bike sharing program in the United States. The system opened in May of 2013, complete with 330 docking stations and 6,000 bicycles. Hubway, on the other hand, is based out of Boston, Massachusetts, and is operated by Alta Bicycle Share using Bixi bikes and stations. The program officially launched in July of 2011, and currently consists of 140 docking stations with 1,300 bikes.

We measured both programs’ social media buzz, and dug deep into their conversations’ content in order to examine how their social media presences reflect their users’ satisfaction with the service being provided.

Conversation Volume

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In this case, pure volume of conversations taking place regarding both Hubway and Citi Bike can give us a pretty accurate idea of what’s being discussed. Despite the differences in volumes, the two programs share the same general peaks and lulls in conversation activity. At first, we expected these spikes to be reactions to general bike news such as stories in the media or publications in bicycling magazines, which in turn spurred conversations in both the NYC and Boston public bike share communities. 

However, what we found upon investigation was that these conversations are actually driven by weather more than anything else. Most of the peaks occurred on days with particularly nice weather, while most of the dips in activity came on rainy or cold “foul-weather” days. This makes sense, as more people are using the bike share programs in both cities when the weather is nice, and in turn those people are more likely to share their experiences and perspectives via social media. 

Naturally, Citi Bike has a greater number of posts comprising its conversational ecosystem. As mentioned above, Citi Bike consists of 6,000 bikes docked at 330 stations, while Hubway only has 1,300 bikes at 140 locations. These numbers make sense when you consider the scale of population, as over 8 million people live in NYC compared to Boston’s 600,000+ residents.

In order to level the playing field, we looked at the total number of people posting about each bike share program and compared that to the population of each city. We found that 0.4% of NYC’s population was talking about Citi Bike, while 0.8% of Boston’s populace was discussing Hubway. That’s a win in Hubway’s favor.

WINNER: HUBWAY. A larger portion of Boston’s population discussed Hubway compared to the percentage of NYC residents that discussed Citi Bike.

Sentiment

In terms of the sentiment that people are expressing on social, percentages of positive, neutral, and negative posts are relatively similar for Hubway and Citi Bike.

The more interesting metric here is the number of posts that gain traction and turn into interactive conversations between two or more social media users. When we break engagement down by sentiment, we find the following:

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In an ideal world, a brand would see a miniscule number representing negative engagement, and a huge number representing positive engagement. This would mean that the bad things that people are saying are getting lost in the vast sea of online chatter, while the good things that people are posting are shared and spread virally through their social communities. Here we use the ratio of positive to negative engagement to see how close a brand is getting to this ideal. (The higher the number for “Ratio,” the better).

WINNER: Citi Bike. Posts about Citi Bike with positive sentiment spread more virally than posts with positive sentiment regarding Hubway.

Content

Typically when we look at content surrounding a topic we take into account the entire social conversation that is occurring around that topic. Here however, we are taking a bit of a different approach. In this case, people addressing both Citi Bike and Hubway tended to provide the most vivid ideas, opinions, and perspectives in conversations directly addressing the bike share programs’ owned media accounts. Both Citi Bike and Hubway have taken active roles on social media, which in turn has effectively delivered the message that not only are they listening to people’s posts on social media, but are more than willing to directly respond to and engage with users.

That being said, we are only looking at conversations that directly include the bike systems’ owned social media accounts, which consist of about a third of the total conversation. 

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The Venn diagrams above depict the conversation drivers of the Hubway and Citi Bike discussions sorted by positive and negative sentiment. By looking at the key terms in each conversation, we’re able to get a sense of the depth of conversation occurring around each bike share program. 

The Citi Bike chatter is driven by much more expressive words referencing positive sentiment such as “amazing,” “beautiful,” “awesome,” and “love,” while the Hubway talk is driven by more surface-level positively skewed terms such as “glad” and “great.” This level of descriptive word usage is also consistent when looking at the negative-sentiment conversation drivers. Citi Bike yields key terms such as “hate,” “worst,” and “suck,” while Hubway talk is driven by less personal expressions like “broken,” and “limited.”

Looking more closely at the negative-sentiment conversation drivers, Citi Bike users seem to be much more aggravated and upset, while Hubway users are typically expressing a concern for their safety.

Due to the fact that Citi Bike inspired so many hostile conversation drivers that go beyond describing the experience of the bike share service, and express a personal dissatisfaction with the program itself, Hubway takes the victory here.

WINNER: HUBWAY. Citi Bike inspired hostile conversation drivers that went beyond describing the experience of the bike share service, and express a personal dissatisfaction with the program itself, whereas Hubway users were more likely to use negative words that referenced experiences unrelated to the actual service being provided.

Global Reputation

Hubway

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Citi Bike

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In the geo-heatmaps above, reds and purples represent dense pockets of booming social media activity. When looking at global reputation of the two bike share programs, it’s clear to see that Citi Bike yields a much more significant global conversation than Hubway. Although upon first glance Hubway’s scattered distribution may make it seem like their global presence is more dominant, again it’s important to emphasize that color refers to volume and density in these heatmaps. 

We took an in depth look at both discussions to see exactly what people were talking about, and found some major differences in conversation content.

Global Hubway conversations are usually just acknowledging Hubway’s existence.

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On the other hand, Citi Bike conversations tend to reference NYC’s Citi Bike program as a model for how bike share programs can and should be implemented in cities around the world. This demonstrates that Citi Bike is respected as a leading example of how these urban bike share systems should operate.

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WINNER: Citi Bike. People around the world are referencing Citi Bike as the leading bike share system.

IT'S A DRAW!!!

For the first time in #ThursdayThrowdown history, we have a draw at 2 to 2. When it came to Conversation Volume, Hubway edged out Citi Bike due to the fact that a larger percentage of their city’s population was discussing their bike share program. In terms of Sentiment, positively skewed posts regarding Citi Bike had a stronger tendency to spread virally compared to Hubway’s, while the negatively skewed posts were more likely to get buried in the sea of content being created. For Content quality, Hubway was victorious because social network users were more likely to use negative words that were unrelated to the actual service being provided, while people talking about Citi Bikes used words describing brutal experiences with the bike service. Finally, Citi Bike won in our Global Reputation category, as people around the world viewed it as the model big city bike share program, which is reflected on social media.

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