I’ve written before about how our internal team of analysts uses CustomScoop’s ClipIQ service, so I thought I’d take this opportunity to explain a bit more about what the team does for clients on a daily basis. The shortest description of how to view ClipIQ: it can either be a DIY program where the end client sorts through the data themselves, or our internal team of analysts does the work and then provides the end client with the analyzed results of the data collected.
Anyone who has set up a monitoring program, whether it is focused on blogs or mainstream media (or both), knows that the key to finding good content is setting up keywords that are tight enough to screen out much of the irrelevant content, but not so tight that a story or blog post is missed by constructing keywords that are too specific. By casting the net a bit wider, sometimes volume will increase significantly. For a single keyword, or just a handful, the significant increase in volume that occasionally happens might be challenging, but it can be managed.
But if a monitoring program tracks a variety of topics in several areas, resulting in hundreds or thousands of blog posts, Tweets, and clips a day–and that content needs to be read, rated (I’ll address why we don’t use automated sentiment analysis in a post at a later date), and then analyzed–it’s a significant time commitment, often hours a day. For some organizations, dedicating an employee to spend hours a day reviewing content isn’t a cost-effective solution, especially as it requires someone with sufficient experience to understand the nuances of the client account. CustomScoop’s Professional Services Division does this work for our clients, providing a finished product that contains the “actionable intelligence” clients can then use for briefings, reports, or to incorporate into communications strategies. This is particularly valuable for clients unable to dedicate part of every day to reviewing content. Reviewing daily is a must, due to the speed of online conversations.
Our analysts also spot things that machines can’t–posts that are relevant to a client’s interests that don’t match any of the account keywords exactly, for example. Or, they can spot trends in the client’s space that might be of interest. They have also, on a number of occasions, highlighted particularly damaging posts that could have been overlooked in a sea of hundreds of daily results–either lost in volume or because they weren’t on large blogs (yet).
Choosing to engage with the Professional Services Division typically revolves around two primary areas: one, if the volume for the client is substantial enough that it’s more cost-effective to have us do the work; or two, if the client doesn’t have the internal flexibility to dedicate time or personnel to reviewing content every day.
CustomScoop’s Professional Services Division acts as an extension of our clients, doing the monitoring, rating, and analysis so that they can focus on acting on the intelligence we’ve gathered.