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Monitoring Across Channels: Stock Market Case Study

The stock market has been on a roller coaster ride this week. Consumers and the media have naturally taken their reactions to social media, the blogosphere and online communities. We figured this news was a perfect way to highlight the cross-channel social media monitoring capabilities we launched today. We just unveiled monitoring for Blogs, Forums, YouTube, and Vimeo on top of our existing Twitter and Facebook coverage. Looking across these channels shows different insights about your customers, different trends, and can provide more context for engagement decisions.  In this case study we tracked mentions of “dow jones”, “nasdaq”, and “stock market” to undertand how this conversation took shape across Twitter, Facebook, Blog, Forums, and Video sites.

We can see that the majority of the conversation around these keywords is driven by the market open and market close.  It would also appear that when the market is tanking the community is much more active.  The chart above shows that despite the almost 450 point gain from the market yesterday and ~200 point gain this morning, the amount of mentions have been dwarfed by the mentions when the market was falling on 8/10/2011.

What channels are driving the conversation?  In the past we could only look at Facebook and Twitter data, however, with our new release we have access to YouTube, Vimeo, Blogs & Comments and Forums.  These new data sources act a little different than Twitter or Facebook.  While we saw a lot of real-time traffic from Twitter and Facebook, as evidenced by the spikes during the open and close of the market, the other communities have more steady volume and seem to react slightly slower.

With detailed data on blogs and video sites, we’re able to drill down on activity in these channels. We can identify specific pieces of video content that are drawing the most attention. We can also analyze blog mentions specifically by location (headline, content, and comments) to determine whether our keywords are the focus of the story or primarily driven by consumer response to other headlines.

Finally, it is interesting to note that this is not just a domestic issue. Using our normalized location data on Twitter posts, we found that only 62% of all tweets actually originated inside the United States. The world is definitely watching (and reacting) to the adventures on Wall Street.

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