Social Analytics Cracks Case Of The Jalapeno Cocktail - InformationWeek
Government // Enterprise Architecture
02:30 PM
Connect Directly

Social Analytics Cracks Case Of The Jalapeno Cocktail

NewBrandAnalytics scours social media feedback to help the food industry identify operational issues ranging from unappealing drinks to inconsistent chefs.

Jennifer Wolinski, marketing director at the Alicart Restaurant Group, said her firm took note of mentions that cropped up several Sundays in a row about slow and disorganized service at the changeover between shifts at its Carmine's Family Style Italian restaurant in Washington, D.C. Management was able to adjust schedules and give new instructions to the staff until those complaints faded away, she said.

"This is a good way to utilize customer comments in an effective manner and a timely way," Wolinski said.

Wolinski and Crave's Sussman both said trying to monitor individual comments across all the restaurant review sites is very time consuming, and the NewBrandAnalytics service helps keep it manageable.

"I think we got an immediate return on investment-hundreds of hours saved in the past year," Sussman said. In the past, staff would spend much more time trying to analyze social feedback and still "get less of what we needed," he said.

NewBrandAnalytics also has developed its own "credibility assessment" that attempts to determine whether the person posting a particular message is a frequent reviewer with a large following, or an isolated crank. The idea is to help distinguish between someone who regularly posts thoughtful reviews, versus someone who comes out of nowhere and only posts negative comments. A cranky customer with a large social media following might need to be responded to via marketing or customer service--but that person's comments might not be a good reason to fire your maitre d'.

"We ran into an issue in Miami with a guy who applied for the head chef position and wasn't hired, and then turned up online posting all one-star reviews. It was just so obvious it was this guy," Sussman said. Crave reported the issue to Yelp, which filtered and eventually removed the comments, he said.

Follow David F. Carr on Twitter @davidfcarr. The BrainYard is @thebyard

Meet top cloud computing technology companies in Cloud Connect's ever-growing Expo Hall, and learn about the latest cloud services, applications and platforms. It happens in Santa Clara, Calif., Feb. 13-16. Sign up now with Priority Code CPMWCC18 for a free Expo Pass or $100 off our conference passes.

2 of 2
Comment  | 
Print  | 
More Insights
Threaded  |  Newest First  |  Oldest First
BPM For Real
BPM For Real,
User Rank: Author
1/23/2012 | 11:04:23 PM
re: Social Analytics Cracks Case Of The Jalapeno Cocktail
Very good example of 'mining' social. The value of not just the words being said but also the TOPICS being talked about gives us great insight into our customers and our own enterprise. What if you could see innovation or frustration coming from an area and could do something about it?

By pure coincidence, I wrote on the same topic today:
How Enterprises Are Attacking the IT Security Enterprise
How Enterprises Are Attacking the IT Security Enterprise
To learn more about what organizations are doing to tackle attacks and threats we surveyed a group of 300 IT and infosec professionals to find out what their biggest IT security challenges are and what they're doing to defend against today's threats. Download the report to see what they're saying.
Register for InformationWeek Newsletters
White Papers
Current Issue
2017 State of the Cloud Report
As the use of public cloud becomes a given, IT leaders must navigate the transition and advocate for management tools or architectures that allow them to realize the benefits they seek. Download this report to explore the issues and how to best leverage the cloud moving forward.
Twitter Feed
InformationWeek Radio
Archived InformationWeek Radio
Join us for a roundup of the top stories on for the week of November 6, 2016. We'll be talking with the editors and correspondents who brought you the top stories of the week to get the "story behind the story."
Sponsored Live Streaming Video
Everything You've Been Told About Mobility Is Wrong
Attend this video symposium with Sean Wisdom, Global Director of Mobility Solutions, and learn about how you can harness powerful new products to mobilize your business potential.
Flash Poll