MARIA OGNEVA'S BLOG
Hello, and welcome to my blog and the digital home for my thoughts. Most know me as @themaria, my handle across most social media sites and communities. My actual, given name is Maria Ogneva, and I love writing, traveling, eating, and spending time with my new husband.
I am passionate about how social media is changing the way we communicate, help and relate to each other, share news and make the world a smaller, more hospitable place. I work at Salesforce as Director of Product Marketing on the Communities product, where my job is to help customers (and the world at large) to be successful in building communities. I learn every day, and I share my thoughts and personal growth here.
Please note that the views expressed here are my own, and do not reflect those of my employer or any of our clients.
A huge benefit of Twitter, especially for brands, is the ability to track and monitor what the Twittersphere is saying about you, your competitors and just about any related topic. Because of how important search is, Twitter actually bought Summize and incorporated it as search.twitter.com. Desktop and mobile applications have search functions that vary in sophistication and ease of use. I think we will see quite a bit of innovation coming from Twitter insights and tracking conversation: after we have created all this content, we need to know how to extract valuable nuggets from it. Innovation will vary from simple search tools to more complex and intelligent semantic search, to enterprise-wide solutions. I am excited to see what develops.
One tool that caught my eye last week was ConvoTrack. It’s a fantastic little bookmarklet that lets you track and package conversations around a URL. It’s based off the Backtype API which allows to get the full context of URLs, regardless of whether it’s shortened or full, or what type of shortener was used (bit.ly, tinyurl, is.gd, etc). Moreover, the URL is tracked all over social sites, including Twitter, FriendFeed, Digg, Reddit, or any blog mentioning that URL. To illustrate, here are the comments around the gay marriage ban in California today – http://convotrack.com/19R. While bit.ly analytics can be useful to track the reach of each URL that you shorten, tools like ConvoTrack take it a step above, by allowing to track any URL, regardless of who originated it. Twitt(url)y is also a great tool of discovering the top trending URLs and the conversations about them; however it’s limited to Twitter only and isn’t as useful if you want to track a less popular URL. All in all, a ton of tools come out each day, it seems like. They are designed to make our lives better, but the process of discovery and trying out different tools makes my head spin sometimes. Which is not a bad problem to have. For the most complete tool list, I recommend reading the following post by Brian Solis.