Mea Culpa

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The week before the super bowl, we went on Fox News Chicago to make a “prediction” on the Super Bowl.

Predicting the outcome of a game between two teams is certainly not something that social media intelligence can do as Zach Hofer-Shall is quoted “”Unlike voting shows like American Idol, where fans can influence the outcome,” popular opinion doesn’t determine how players perform”.

This was a lighthearted attempt to explore the “fans” reaction and prediction to the super bowl and we certainly spent the majority of the time in the segment focusing on the fans reactions excited vs. confidence, etc… (plus it was a chance to be on TV) but at the end of the day we should have drawn more attention to the fact that it was fans relationships with the teams not predicting the outcome of the game that we were measuring.

Zach’s post on the misuse of social intelligence speaks volumes to how seriously he takes the rising importance of social intelligence. MotiveQuest is also focused on providing deeper insights into consumers using social media, so we stand corrected and will continue to focus our efforts on getting deep, meaningful insights on consumers using social media rather than taking chances on less serious PR opportunities.

Yesterday we were also featured in an AdAge article on how brands can use social media specifically Facebook to get more insights into consumers and this is where social intelligence really can help companies understand and predict the responses of consumers.

“Research company MotiveQuest monitors Facebook conversations and other online forums for Group M’s automotive clients to identify brand advocates. It layers its findings on sales numbers, and looks for the correlation between advocacy and higher sales.”

If you’d like to learn more about how social media can be tied to understanding and predicting changes in sales or market share, check out this post.

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