SparkScore was announced on Thursday as a Klout-like analytic for brands. The method is fairly simple, even if the devil is in the details. The measure asks if someone would recommend the brand. If a yes is the answer then that answer is scored as a 100. A no is scored as a -100. The problem is trying to measure all the Twitter and Facebook comments that are not so simple to score. SparkScore uses semantic tools to evaluate the responses and then aggregate those into a score on the 100 to -100 range.
Satmetrix is the engine used to mine these comments for semantic measures. It is supposedly savvy enough of an engine to detect sarcasm. There are services that offer the same measure, but use different engines for the measurements. The digital marketing agency should incorporate this measure into its brand maintenance programs. Even if there are some errors with the measure or some questions about certain weights afforded certain comments, it is still invaluable to offer a broad measure of how a brand is performing. The other value to this system is tracking progress. Even if the engine is not perfect, keeping track of the inaccuracies across time will be helpful for the digital marketers.
Tags: Analytics · digital marketing · Facebook · Klout · satmetrix · semantic measurements · social media · sparkscore · TwitterNo Comments
