Social media monitoring has been changing the way that companies deal with the data available on the Internet, helping them to create market intelligence reports, and develop strategies of impact in relationship on specific social networks. In this scenario, it becomes increasingly important to capture data more accurately, especially when it comes to customer service operations (SAC 2.0). A major challenge for this scenario is called “Blind Spot”, the set of relevant mentions about the brand that are not captured through monitoring.

Studies show that in some specific cases, almost 80% of relevant mentions about the brand may not be captured. This represents a significant problem for companies, which hope to get the majority of mentions. We discuss here some cases where this effect “blind spot” can occur and how Scup is positioned to minimize this problem.

What are the causes of blind spots?

You can “lose” mentions in your monitoring for several reasons. Some of them are technological issues and others are in the way that the monitoring tool was configured or customized.

Some technological issues:

  • Closed profiles (defined privacy by user)
  • Social Networks that do not provide APIs or data interfaces for searching information
  • Incorrect language identification of posting
  • Content Filters made ​​by data providers

Questions of configuration / customization of the tool:

  • Choosing inadequate keywords
  • Unavailability of customizing search expressions to remove or include a specific term

How to minimize and avoid as much as possible?

We can guard against blid spots through a basic job of choosing keywords, which is part of the strategy for monitoring a project: choosing keywords that also involve variations and slang, as well as choosing properly the language and location and optimize search expressions is essential.

However, besides the target here is to avoid blind spots, and being aware of those ones that you cannot eliminate. This awareness is important for companies, which provide aligned monitoring services with the information and their customers.

Scup is clearly positioned to assist these two points. An example is the way searches are registered, network to network, which means that you cannot register a keyword in all searches automatically, since  it misleads behavior that generates a lot of blind spots (keywords and expressions in a network cannot work on others, or some specific network can optimize the results.)

Another example is the way we deal with search expressions. We seek to explain the data source and represent the exact search on Scup in the way it is done on the network. The user knows what to expect from search, and does not get that feeling of “black-box”, without knowing where or how the results are being collected. For teams that work very seriously with social media it is essential.

Like it? Do you have any suggestions or questions? Send an email to us support@scup.com.br, or any of our social media channels.