NEW YORK, Aug. 11, 2011 /PRNewswire/ -- Imagine that media
monitoring reports show an uptick in people posting negative
comments about your brand on Facebook. Something should be
done—or should it? Harris Interactive (Nasdaq: HPOL) answers
that question with Social Web Ladder, an audience segmentation tool
that categorizes online speakers by social media involvement and
influence.
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Social Web Ladder organizes fans into behavioral buckets by the
frequency, type, and influence of their participation in social
media. This classification system eliminates overlapping categories
too common in demographic –based laddering. Behavioral
categorization guarantees consumers fall into one grouping only and
can be more precisely targeted for marketing initiatives.
Behavioral segmentations help public relations teams develop
targeted crises strategies, and each scenario requires a different
approach based on type of user. For example when a conversation is
dominated by influencers, who initiate and drive discussion,
intervention is needed to redirect the flow from negative to
positive. However, if the discussion is carried by
commenters, who primarily "retweet" and "like" posts from
more vocal users, the best solution may be to let the conversation
run its course on its own.
"Social Web Ladder demystifies the who behind the what and helps
businesses identify the most valuable brand influencers, then
streamline engagement strategies around them," says Jeni Chapman, Executive Vice President of Brand
and Communications Consulting and Head of Innovation. "This feature
is in line with Harris' business
objective—to unite the best traditional methodologies with the best
new research techniques."
When used in conjunction with Harris' Research Lifestreaming social
intelligence platform, companies can also listen to their
customers' otherwise private posts on networking sites and quantify
the reach of their WON(SM)— word of network—the digitalized version
of word of mouth.
People are talking about your brand right now--- what should YOU
do?
About Research Lifestreaming
Research Lifestreaming is an innovative, single-source research
platform that connects each panelist's attitudinal, behavioral,
demographic, and psychographic data with the information they post
online, provide in surveys, or share through mobile devices. By
building a holistic picture of each consumer, Research
Lifestreaming links listening intelligence to qualitative or mobile
interactions and exposure to online marketing. Through quantitative
research, its representative panel reliably projects customer,
brand, advertising, and reputation insights as well as trends and
habits.
About Harris Interactive
Harris Interactive is one of the world's leading custom market
research firms, leveraging research, technology, and business
acumen to transform relevant insight into actionable foresight.
Known widely for the Harris Poll and for pioneering innovative
research methodologies, Harris
offers expertise in a wide range of industries including health
care, technology, public affairs, energy, telecommunications,
financial services, insurance, media, retail, restaurant, and
consumer package goods. Serving clients in more than 215 countries
and territories through our North American, European, and Asian
offices and a network of independent market research firms,
Harris specializes in delivering
research solutions that help us - and our clients - stay ahead of
what's next. For more information, please visit
www.harrisinteractive.com.
Press Contact:
Corporate Communications
Harris Interactive
212-539-9600
press@harrisinteractive.com
SOURCE Harris Interactive