“Let’s Size” Communications

Mar 3rd, 2010 | By | Category: Social Media

UberVu“Let’s size,” my younger sisters would say whenever they wanted to compare things. They would evaluate who had the best this and the most that. But no matter who won, I always got a laugh out of “let’s size.”

As a PR pro, I similarly like to compare stuff, particularly the impact and breadth of communication. Many of the evaluations involve extensive research but occasionally I like to use off-the-shelf tools that allow me to effortlessly “size” conversations.

UberVu, to my delight, is an easy, inexpensive and fun online tool that enables anyone to compare key terms or phrases and measure their values. You simply type the terms into two boxes and hit the “compare” button. The software then generates colorful charts that show you the evolution, distribution, and reaction of the terms. A paid version of the software also allows you to chart sentiment and sentiment evolution.

For example, a recent search on “army” and “navy” found that navy heavily dominated the comments on WordPress (72% versus 28%) and Yahoobuzz (92% versus 8%). A comparison of “North Carolina” and “Duke” generated widely disparate results. Duke’s distribution on YouTube clocked in at 97% while North Carolina clearly won the Friendfeed battle 92% to 8%.

The software is not without its shortcomings. For example, a comparison of “Facebook” and “Twitter” generated zero results for Facebook. However, a search on the phrase “Facebook versus Twitter,” found 703 conversations and 45,000 reactions. (A conversation represents the number of stories tracked during a month whereas a reaction shows comments or shares related to a particular conversation.)

For more robust reporting you can subscribe to either a basic or plus plan. The former allows you to use five keywords, initiate unlimited exports and create 10 reports. The former allows 30 keywords, and offers e-mail support, and unlimited exports and keywords.

Another drawback is the source of the research sample. Since you have no idea how the results were tabulated, it’s impossible to assign any scientific validity to the results. Still, the information is intriguing.

Just for fun, visit the site and compare “snowmaggedon” and “snowpocalypse.”

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