Twitter has now become the communication channel of choice for many celebs to make announcements.  The Twitterverse was a buzz yesterday with news of Paula Abdul leaving American Idol.  Of course with the hundrreds of buzz tools out there we could have learned of the spike in Tweets or the general sentiment of the Twitterverse.  But we unleashed our VoxTrot technology to dive into what the real opinions were of the “event”.  Overall, many were sad, even “distraught” to see her go, with 44% of those expressing opinions saying that they were disappointed and some refusing to even watch the show anymore.  The Kirstie Alley announcement and Kara’s role created speculation about new and replacement judges.  And 20% just saw the event as a joke, referring to Paula’s sometimes strange behavior as a highlight of the show.  Even Bill Clinton’s role to free the American journalists was considered as an option to return Paula to Idol.

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Tags: uncategorized by Melyssa
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Sometimes finding the answer means going beyond the question.

Yesterday marked our debut on CNN.com, and we were understandably jacked by the whole experience. The topic happened to be twitter reactions to the American Idol finale – a long way from our United Nations trouble-spot identification days – but an interesting topic nonetheless.

What emerged from the data was a slight edge for Adam Lambert over Kris Allen, meaning our “prediction” would have lined up with everyone else’s.

But something else emerged from the data… namely that 3% of the Twitter conversation was vehemently ANTI-Adam, while Kris had no such negatives. Adding Adam negatives to Kris’ positives put Kris over the top – something we saw given the nature of our technology, but no one else did.

The only way to understand what the online conversation really means is to move beyond first generation keyword analysis. That’s exactly what we do, and at the risk of boastfulness, our “big time” premiere proved to be a powerful demonstration of that fact.

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Tags: company, customer voice, marketing, news, product, social web by mike
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