Use RightNow to Track Twitter and YouTube Comments

Let no nasty tweet on Twitter or sarcastic product review on YouTube go unnoticed. Now service-savvy firms can detect whether the tweeterverse and online video critics are in a snarky or sunny mood when it comes to their brands, products and services. Plus, if those companies want to, they can do something about it.

Today RightNow Technologies Inc. in Bozeman, Montana, announced its Cloud Monitor feature as part of its overall service. With it, says Jason Mittelstaedt, chief marketing officer, companies will be able to apply SmartSense, the company's automated emotional detection software, to text comments appended to YouTube videos as well as tweets on Twitter. He says expect to see support for other social networks such as Facebook and Digg, in the future.

Mittelstaedt claims SmartSense, which the company has used for years analyzing e-mail and other text commentaries, can rank a given message from good (green) to bad (red) and color combinations in between. You can sort the information by the color level of emotions and apply service rules, such as creating an incident in RightNow. And you can use RightNow's recently updated Enterprise Analytics tools to parse the trending data, if you prefer numbers to colors.

As part of the May SaaS release from RightNow, Cloud Monitor is free to enterprise and enterprise contact center customers. However, Mittelstaedt says the Cloud Monitor service is available as a standalone tool to companies who are not currently RightNow customers.

I caution companies considering using a tool like this. What you may learn about your business on social networks might be disturbing. You may discover that no one is saying one good thing about your company, nor one bad thing. That is, no one is talking about you. Ever. Anywhere. And if you don't exist on a social network these days, can you be said to exist at all?

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