On August 16 Converseon announced an important partnership with Twitter to infuse the Firehose – all 80+ million daily tweets – real time in to our Conversation Mining platform. You can read the release here.
It’s a significant advance, and a big commitment. But it is also critical: if you care about social CRM or near real time social engagement, you simply cannot operate without access to the full Firehose. As Forrester Research said in response to the announcement, “ultimately, this is a big step in the listening platform market…”.
And indeed it is a big step. In our experience, general API Twitter data represents only a fraction of tweets (those limited to “high velocity) and Twitter is continuing to limit that data stream. Just last week, reports surfaced that Twitter is limiting historical searches to four days. The plain truth is that there are currently significant blind spaces abound even for those companies who may be using paid listening services if they don’t have Firehose access.
At Converseon, we take pride in bringing a healthy skepticism to new platforms and technologies. In the early days, we too were a little skeptical about the growth potential of Twitter. However, it indeed has evolved into the heartbeat of social conversation. As author and technology observer Steven Johnson wrote recently in Time Magazine, “Twitter is looking more and more like plumbing (of the web), and plumbing is eternal.”
We’re proud today to plug this plumbing into our Conversation Mining solutions to finding meaning and insights – and action – in the immense stream of data to help brands harness the power of social across the enterprise. Effectively managing the vast amount of data is one challenge since in addition to Firehose we mine blogs, newsgroups, and more. Finding meaning in the data is the other. This requires a lot of technical horsepower, advanced text analytics and human intelligence.
But we’ve been preparing ourselves for this for quite some time. And the benefits to brands are myriad; they include demand/lead generation, customer service, real time social engagement, and, ultimately, using active listening as an engine to transform brands into social organizations with real time intelligence flowing across the organization for action and competitive advantage.
Let the Firehose begin.