SocialRank co-founder Alex Taub classifies most model interactions on social media into two broad classes. They’re both broadcasting to all of their followers or, in the event that they’re speaking individually, it’s often in a reactive means, like responding to a criticism.
With the just-launched SocialRank Realtime, Taub and his staff are attempting to allow one thing completely different. So as an alternative of simply on the lookout for complaints or feedback about their model, a marketer may discover related conversations the place they’ll make somebody pleased by leaping in and providing a free product or one other deal, and possibly get just a little constructive promotion within the course of.
You possibly can see quite a lot of actual examples in this firm weblog publish, like Aéropostale providing a free Starbucks present card to college students complaining about their midterms, and Juicy Couture providing garments to folks tweeting about what to put on at Coachella. Oh, and there’s the brand new Magic Mike Stay present giving tickets to somebody tweeting a few bachelorette occasion in Las Vegas.
To perform this, Taub mentioned SocialRank is utilizing machine studying and synthetic intelligence know-how to floor posts which can be about “desires” and “wants” — beginning within the classes of meals, beverage, journey and leisure. (The staff can be trying to enhance the know-how so far as understanding the feelings conveyed in a tweet, and likewise distinguishing between model and particular person accounts.) These posts are offered in a feed the place a marketer can browse and reply.
After all, these manufacturers aren’t essentially going to supply free stuff to each single Twitter person who may use just a little present. So the Realtime product additionally permits the marketer to see SocialRank knowledge about every person, to allow them to give attention to conditions the place a constructive interplay may get extra publicity.
Taub described this as “a social media command heart of 1,” the place a single marketer or social media supervisor may discover and reply to a variety of alternatives to create constructive buzz across the firm.
“We’ll allow you to automate authenticity,” he mentioned, including that it’s “all about creating these wonderful experiences.”
SocialRank is presently experimenting with completely different pricing choices for Realtime.