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Twitter, Smartphones, TV and Real-Time Feedback

There was an interesting article by John Letzing in the The Wall Street Journal on December 18, 2012, titled Twitter Creates New TV Metric.  It was about a new partnership between Twitter and the TV ratings giant Nielsen Co.  Apparently, Twitter becomes very active around different TV shows and Nielsen wants to be able to monitor and report on this activity.

Letzing writes that the joint service called, Nielsen Twitter TV Rating, will develop a metric based on Twitter activity.  These days, TV viewers increasingly have one hand on the remote and the other on their smartphone tweeting.  The new service will gauge "the reach of the TV conversation on Twitter," and provide "TV networks and advertisers the real-time metrics required to understand TV audience social activity."

This is a fascinating development to me.  It is a real-time-virtual-meets-human-meets-virtual-meets-bigdata (#VMHMVMBD) solution.  My apologies for the acronym.  It just seemed like a requirement.  This kind of real-time feedback has the potential to significantly impact broadcasters, TV production companies and the advertising industry.  I can imagine companies wanting to get immediate viewer feedback on new ad campaigns before making long term commitments.  I can see completely new business models erupting based on real-time tweets.  I can see companies connecting ad agency fees and contractual terms to the real-time social sentiment.

This partnership demonstrates more time-space compression.  There is less time between an event and event feedback.  Less time between feedback and adjustments or changes.  Viewers opinions from across a wide geographical landscape are immediately known.

The increasing pace of business introduced by social, mobile, analytics and cloud solutions will be a very interesting development in 2013.
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Kevin Benedict, Head Analyst for SMAC, Cognizant
Read The Future of Work
Follow me on Twitter @krbenedict
Join the Linkedin Group Strategic Enterprise Mobility
Full Disclosure: These are my personal opinions. No company is silly enough to claim them. I am a mobility and SMAC analyst, consultant and writer. I work with and have worked with many of the companies mentioned in my articles.

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More Stories By Kevin Benedict

Kevin Benedict is an opinionated Senior Analyst at Cognizant's Center for the Future of Work, SAP Mentor Alumnus, speaker, writer, and mobile and digital strategies expert. He is a popular keynote speaker, and in the past three years he has shared his insights into mobile and digital strategies with companies in 17 different countries. He has over 30 years of experience working with enterprise applications, and he is a veteran mobile industry executive. He wrote the Forward to SAP Press' bestselling book on enterprise mobility titled Mobilizing Your Enterprise with SAP, and he has written over 3,000 articles.

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