Read this excellent article by Marshall Kirkpatrick at Read Write Web. Here are some snipits:
far more was happening behind the scenes. An extensive machinery of tracking, delegation and analysis stood between @ComcastBill and my little Tweet. Maybe it has to be that way, maybe it’s a good thing – but there’s something deeply disturbing about it too.
website analytics heavyweights WebTrends and Radian6 offer a co-branded solution for keeping track of blog posts, Tweets, and other online ephemera mentioning your company.
I asked Radin6′s Chris Ramsey about what probably went on behind the scenes after I Tweeted about Comcast this morning. He said he couldn’t say how Comcast in particular was using the software but it wasn’t just a casual conversation. “Absolutely,” he said. “There is more going on there.”
It’s built in Flash and allows a fair number of different ways to slice and dice data. Data like, how many people are talking about you online vs. a competitor and the relative “influence” of those people.
The end result, though, is strange for those of us interacting with these customer service reps. It’s not just Bill from Comcast and I trading public replies on Twitter (I can’t DM him, he’s not following me). It looks like it’s just you and them, but behind them there’s a curtain covering a whole mess of cogs and pulleys, analyzing you in different ways. How many followers do you have? How did you respond the last time a company rep used your name publicly? Who’s in charge of discussing your concerns with you on Twitter, on your blog, or elsewhere?





