Twitter's Social Intelligence To Be Monetized - Trendrr Understands Opportunities

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Twitter has partnered with the Weather Channel to push weather related tweets onto its enormously well-trafficked cable network and website, with the two groups splitting the ad revenue as reported by BetaBeat. Trendrr is cooperating with Twitter,they will be doing the semantic analysis to separate a tweet about a sudden rain shower from a tweet about your decision to take a quick shower after the gym.

Trendrr CEO Mark Ghuneim wrote:

“Clearly, news programs are integrating social networking in broadcasts as a platform for viewer interaction, but news agencies are just beginning to tap into social intelligence as a means to drive real time reporting and listening. The Weather Channel takes listening and reporting to an entirely new level by leveraging the social channel and participation of its audience in real-time to achieve”.

The Weather Channel takes listening and reporting to an entirely new level by leveraging the social channel and participation of its audience in real-time to achieve:

  • Compelling integrated social user experience
  • Better on the ground reporting
  • Real-time (web/apps/on-air) updates
  • Improve SEO (by having real-time changing content and context)
  • Unlocking the value of the Twitter fire hose

Twitter's Business Model

This is just the beginning, as mentioned on Trendrr's blog, social data is becoming increasingly contextual and useful, adding an important layer to the experience. It fits the view on Twitter's opportunities for the industries that I've elaborated in the "@Twitter: the Intersection of the Synaptic Web, a Potential for New Business Models" article.

Intelligence-as-a-Service is what Twitter should look at, scale, insights and near real-time capability of informing its clients.

Beyond engagement

The Weather Channel can and should go beyond the social channel and participattion of its audience, by cooperating with their audience this close, it's their door to become an Open Business. Social media, data and infrastructures for the purpose of co-innovation (of content, programming etc), insights (what is it that the audience is looking for etc) and adaptation (to the external, open and dynamic market, understanding ROI (per value chain) etc).

It will be interesting to learn how both Twitter and Trendrr are going to (co-)develop these opportunities.

What's your take?

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