GfK Aims for Global Standard in Social Media Analysis

GfK has established 'consistent standards' for global implementation of its new social media analysis (SMA) offer, which combines automated systems with interpretation by human coders.

SMA taps into the company's global network to deliver web content gathering and analyses in any language. Local specifics of the web landscape are taken into account, with SMA insights then integrated with other context-specific information - such as survey data or knowledge on purchase behavior.

GfK piloted SMA in a recent study run in the People's Republic of China, identifying, collecting and analyzing the online buzz for four smartphone brands.

The firm's Global Innovation and Digital Specialist Dr Ralph Wirth (pictured), comments: 'We chose China because it is the most challenging social media market available, combining strict regulations and a unique online landscape. By using human coders that are supported by automatic algorithms, we can deliver superior quality results and correct for nuances, such as irony and sarcasm - which is absolutely crucial for the way people talk online.'

Web site: www.gfk.com .