Firms can search tweets back to January 2010 in order to
plan marketing campaigns, aim significant users or yet try to predict certain
events. Confidential financial records and tweets that have been deleted will
not be indexed by the site. Companies are now capable to investigate and
analyse up to two years of Twitter updates for market study purposes.
According to Barker, Datasift's marketing manager the
company takes in roughly 250 million tweets each 24 hours, all of which are
analyzed for content such as whether they were supposed in a helpful or negative
tone. The fact that two years' worth of tweets can now be mined for information
and the resulting 'insights' sold to businesses is a radical shift in the wrong
direction.
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