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Topsy Labs Releases Whitepapers on Share of Voice and Predictive Exposure AnalysisTopsy's Powerful Technology Produces Metrics Used to Measure Social Exposure and Anticipate Events (October 19, 2011)
SAN FRANCISCO, CA -- (Marketwire) -- 10/19/11 --
Core News Facts:
- Topsy Labs, the realtime search and analytics platform that processes social sources on a global scale, today announced the release of two whitepapers that highlight the power of how metrics collected from social media data can be used to anticipate events.
- "Predicting Exposure of Social Messages" focuses on cumulative exposure analysis, using Twitter data collected from the Osama Bin Laden live tweeter to measure the extent to which this person's message spread over time.
- "Using Social Voice to Anticipate Significant Events" explores and articulates the relationship between social communication and the actual events occurring over time by applying share of voice analysis to various Arab Spring tweet content.
- Topsy Labs' ability to calculate how quickly communication about something can proliferate based upon exposure and predictive trends from historical activities enables businesses to get a jump on the competition and stay on top of their respective markets.
- Topsy Labs' index and statistical methods utilize over three years of historical tweet data coupled with the processing of 220M+ tweets from Twitter's full firehose each day.
- Shows how the ability to identify, track and predict exposure of messages within Twitter and presents the true reach of social communication as events and happenings unfold.
- In less than two days, the Bin Laden live tweeter's posts were exposed 82 million times to people around the world.
- In the hour after the live tweeter's initial tweet, he had very little exposure. But, as his tweets were retweeted and mentioned more than 30,000 times, his exposure grew to 82.68 million unique tweets within 21 hours.
- Share of voice analysis calculates the total number of mentions for a keyword and divides mentions by the total amount of mentions for the group of related keywords being analyzed.
- Tweets related to Tunisia began appearing on 12/17/10, which is when Mohammed Bouazizi, a 26-year-old man trying to support his family by selling fruits and vegetables in the central town of Sidi Bouzid, doused himself in paint thinner and set himself on fire in front of a local municipal office. This act provided the seed for viral communication within the social web.
- Tweets related to Egypt spiked on 1/1/11, well before any major Egyptian protests began getting noticed by media. But, Tunisian tweet activity overpowered that of Egypt, suggesting that the Tunisian activity may have been a sign of what was to come in Egypt.
Vipul Ved Prakash, Co-Founder and CEO
"As the social web continues to grow beyond billions of weekly global conversations, it's becoming more important to not only understand what's being said, but to use social communication to your company's advantage. Topsy Labs' fast indexing and live ranking search technologies can quickly and effectively quantify the level of communication about a company's products and services in realtime and for historical reference points."
About Topsy Labs:
Topsy Labs is a realtime search and analytics platform powered by the social web. Unlike traditional web search engines, Topsy Labs' technology calculates the most relevant search results by applying its influence algorithm. By searching links, posts and other content produced from millions of people each day, Topsy brings consumers and businesses the freshest, most valuable metrics and content from the social web. Headquartered in San Francisco and founded in 2006, Topsy is backed by BlueRun Ventures, Ignition Partners, Founders Fund and Scott Banister. For more information visit: www.topsylabs.com.
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