Active listening, noise and polarity

After already more than one year of work in autoritas in processes of active listening and in his practical application in Strategies of Communication Online (ECHO) for public administrations and companies, I believe that we have learned some things in this trajectory.

Few people discuss since to establish a strategy in the network, it is necessary to be provided previously with numerical information that should indicate us the reality of our mark in Internet, that is to say, to realize an audit of digital identity – that also it recurs periodically - that says to us where from we set off, his fortitude, weaknesses, and principal attributes inferred by the network.

The irruption of the semantic web has been undoubtedly an enormous help at the time of automating and systematizing these listening processes, the search of attributes related to the mark and even at the time of valuing the feeling associated with the opposing references, but in spite of these advances, there keep on existing two factors that if there are not treated as a manual form, can distort any audit of digital identity: The noise and the polarity.

• We understand like “noise“, those results that although semantically they coincide with the analyzed mark, they do not refer to her but to other concepts, and that must be discriminated manually not to contaminate the analysis. For example the analyzed concept is the city of Saragossa, all the results referred to the parties of Real Saragossa soccer club must be this way considered, and consistently eliminated of the analysis.

• The polarity refers to the opinions previously predetermined by external factors to the analysis, that is to say, if we are analyzing the digital identity of a political leader, we will have to eliminate the opinions of the militants of his party and those of the opposite ones, since, on having been polarized ab initio, they can produce both qualitative and quantitative errors.

Therefore, and at least at the moment, the processes of active listening, if they want to be efficient and real they must combine a part that can already be automated by applications of semantic Web with manual processes of interpretation, which are those who will grant him quality.

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