In Depth
Using Twitter to Track User Satisfaction
Hulu, Veoh Among Companies Following Feedback on Microblogging Site
When a Hulu user posted a message on Twitter earlier this month about “terrible performance problems” on the Fox-NBC online video site, a Hulu executive replied with an e-mail address and an offer to fix the problem.
That’s because Hulu’s employees conduct daily Internet searches to learn what’s being said about Hulu on Twitter, the popular microblogging service.
Twitter is quickly emerging as an important social media channel that lets companies listen to and interact with users. A handful of television networks and shows have experimented with the service, and online video destinations such as Veoh and Hulu are actively leaning on Twitter to communicate with their viewers. Other sites, including Crackle, say they plan to devote more resources to monitoring Twitter “chatter” in the coming year.
As social media becomes a more powerful communication vehicle for consumers, savvy brands are tracking online buzz to learn what they’re doing right and wrong. For online video sites, the practice is crucial—they live and die by the Internet and need to know whether their sites are working well or not.
“If anyone has an issue with latency or streaming and they talk out to the Twitter universe, we will reach out to them,” said Jason Kilar, CEO of Hulu. “Someone said recently they were getting ready to watch Hulu and they had some trouble, so I e-mailed them [and] said, ‘I’d love to hear more about it,’ and connected them to our chief technology officer. That’s something you couldn’t do without Twitter.”
Hulu also uses the microblogging service to post occasional updates on new features and content. In addition, Mr. Kilar tracks Hulu mentions on Twitter via the Twitter search service Summize.com. He said Hulu now generates about 30 mentions on Twitter every hour compared to 30 per day earlier this year.
That sort of heady word-of-mouth uptick is one of the reasons Hulu usage shot up in October, when the site delivered 206 million streams of video to 9 million unique users, up from 142 million streams to 6.3 million unique users in September, according to Nielsen Online.
Veoh executives also chat with users via Twitter, blogs and forums. Earlier this month the site’s founder, Dmitry Shapiro, posted a Twitter update asking for feedback on the redesigned site.
“Our executives and employees frequently follow the conversations about Veoh on social media services like Twitter,” said Gaude Paez, a spokeswoman for the company. “We encourage all Veoh employees to share new Veoh content and features with their friends through their Facebook and MySpace networks.”
Advertising executive Scott Lackey has informally tracked the Twitter usage of several TV network and online video sites, such as CBS News, HBO, NBC, Hulu and Web-to-TV software service Boxee, and found that Hulu and Boxee were among the most interactive of the group. “What impresses me is how they are tracking comments and they pick stuff up and message you back with practical, pragmatic, helpful advice. It’s great customer service, it’s proactive and it builds tremendous trust and goodwill,” said Mr. Lackey, co-founder and strategic director of Jugular Advertising.
Traditional TV networks haven’t harnessed the back-and-forth of Twitter, with a few exceptions, he said. Some shows, such as Showtime’s “Californication,” have created Twitter accounts for characters, and the host of MSNBC’s popular prime-time news show “The Rachel Maddow Show” interacts with followers via Twitter, posting updates about the show and her personal life.
Other industries are increasingly monitoring discussions that take place on Twitter, said Andy Beal, founder of Trackur.com, a social media monitoring service. “Comcast, Dell and Zappos are all examples of businesses that are actively listening to conversations on Twitter and using corporate-branded Twitter accounts to interact with their target audience,” he said.
Twitter allows brands to talk directly to customers, which is why it should be part of a social media monitoring strategy, said Raquel Krouse, practice lead for social media for the IPG Emerging Media Lab. “Monitoring social media allows marketers to determine how positively or negatively people are currently talking about a brand, and to identify issues and opportunities,” she said.


Leave a comment
Comments 26
Jay Krall
Interesting article. As the field of social media monitoring continues to grow, more companies will get involved in discussions about their brands on blogs and social networks in 2009. Quick note: Summize.com has been acquired by Twitter and is now known as Twitter Search: http://search.twitter.com.
scott
You may also want to check out yonkly. It's the first "create your own" microblog to integrate with Twitter: http://yonkly.com
Ari Herzog
Great stuff, Daisy, but here's my question: If I tweeted about you or TV Week, would either of you know and be able to follow up?
You can follow me @ariherzog.
Ian
Daisy, what is your Twitter ID?
Mine is @coffeewithian.
Daisy Whitney
Ian: I'm DaisyWhitney on Twitter and you can find me at Twitter.com/DaisyWhitney
Ari: Yes, I would likely know because, like Hulu, I do regular searches on Twitter to see if people are talking about TVWeek or my stories and if they are, I usually reply!
sarah browne
I love this.One of my tweeps just tweeted this article to me, just as I was busy tweeting with @TysonFoods. Thanks to @TysonFoods, I am now whipping up some chicken piccata for dinner. And thanks to @zappos, (CEO Tony Hsieh + 400 of the company's staffers, who attend Twitter U)I signed up to be a Zappos VIP member and get free shipping on the shoes I just bought.
Most of my clients tend to be big brands and many are resistant to social media. The obvious concern is lack of control -- most of them are used to managing massive media budgets. So when I do social media workshops or presentations, I use Twitter Venn or other tools like Facebook Lexicon and go online in realtime and show them the conversation about their brand that's already well underway.
When they realize all this buzz (aka consumer insights) is already out there -- that this is their chance to tell their side of the story of humanize their corp entity, these tools encourage them to take the leap.
I am delighted to hear about Hulu and Veoh.
My Twitter ID: guruofnew
Love to hear from you!
Kevin Dando
Hi Daisy -- interesting piece. We at PBS spend a lot of time every day poring over Twitter alerts (from companies like Tweetbeep and TweetLater) to see what's being said about us, and how we can better connect directly with our on-air and online viewers. PBS' main Twitter account -- www.twitter.com/pbsengage -- posts responses to PBS-related Tweets nearly every day. I'd be curious to know what you think of how we're doing.
Mike
If you want to follow Hulu, their two Twitter accounts are @huludotcom and @hulusupport. Seems like both get decent traffic.
Joe Minock
Twitter is a wonderful tool for tracking user satisfaction and even what is being said about your business segment as a whole. Using applications like Google Alerts and www.Tweetbeep.com, I've been able to follow whats going on with competitors, whats being said about my company, and also aggregate new business opportunities. Twitter has also provided the ability to give by business a personality, which makes it so much easier to connect and converse with prospects and clients.
Find me... @joem32 @123CheapPC
Alexandra Wharton
The concept of online reputation management is nothing knew but firms that offer these services need to be tracking Twitter and Technorati as well as search engines to ensure they never miss an opportunity to respond to a customer grievance - Jeff Jarvis' Dell Hell is probably still the best example of a 'blog swarm.'
Robin4Fancast
Enjoyed your story today, thanks!
We agree that you have to be "interactive and proactive." The secret to Twitter isn't the tweeting. It's the searching. And Fancast is listening/searching as well. Twitter ID:@fancast.
It has helped us improve our user experience as well as get great insight on what type of content our users want. Our followers have told us when a video isn't working, a typo on our entertainment blogs, or what TV shows they like best. I am personally addicted Twitter Search. We continue to learn everyday. Thanks again.
Bruce Batchelor
Thanks for the informative article. As a dinosaur from the early days of dot com business, I wonder about a parallel to the earliest e-commerce sites whose websites displayed a Help@ email address and soon were flooded with tens of thousands of emails that needed to be answered. One CEO decided to have someone personally answer every emailed inquiry to his online bookstore. He offered overtime to employees to do this, then hired 20 more staff. Then 30 more, then another 50. Most were responding to emails that might have said something like, "What's a good book?" or "Who wrote Winnie the Pooh? or "Why does my browser not work?" None of the answering directly brought in any revenue. Yet the answering crew grew to 150 with two shifts.
Soon the financial reality became apparent, and his directors forced the CEO to shut down the whole concept of individually answering every email. So: no email address was visible, no phone number either. Back to work was the mantra. FAQs were developed.
How can modern companies afford to have legions of employees twittering away, when the Internet pioneers of the mid-1990s couldn't? Should all the newly unemployed apply for a job as a twitterer? How hard could that work be? Finally the ideal career for an incorrigible gossip/busybody, eh? :-)
Michael Dunn
I hate being restricted by Hulu. I would rather watch TV channels around the world and movies in 1080p Blu-ray on my PC and set top box on MyTVPAL ( mytvpal.com ) that's made using Matrixstream ( matrixstream.com ) IPTV platform.
Michael Dunn
Hans
We great an Idea Blog.
Please tell use your Ideas and we hope you have a lot of great Ideas.
(Sorry the blog is in the Momnet in the German Language but i hope that we can create also in English Language soon).
Happy New Year 2009 to all Members of this Blog.
German Info.
Hallo hier ist schon der Ideenblog.
Also lasst eure Ideen nur so sprudeln.
Gruss Hans.
Jeremy Campbell
My video sharing site is getting new users and creators through connecting and developing relationships on Twitter.
I'm seeing more and more value with using Twitter and meeting some great people that I would have never otherwise have met. I think we will see this happening more in the future as new connection platforms are developed to speed the flow of information, and basically make the world an even smaller and more connected ecosystem.
I also find it facinating that Twitter can take on so many different uses and meanings depending on who uses it and the context in which they harness it.
Twitter will only get more valuable as more people climb on board, and we learn new effective ways to leverage it as a feedback loop and business asset.
kelly
Thanks for this article! I am a Twitter maniac and it's always interesting for me to track what news personalities and bloggers say on Twitter!
Kevin
It is all about us, the customers/viewers/users again, finally. The really good thing about Twitter is that an instantaneous reaction to an event can be measured and tracked by anybody in real time. So it is easier for the truth to come out on just about anything because people like you and me are watching. Web 2.0 is great because it promotes real democracy whether it is politics or it is consumer rights.
J eff
I've got a problem with Verizon. I ordered a FiOS HD box just after Xmas. Delivery was suppose to be 2 days. The box still has yet to be delivered and Verizon will not ship a new one until the shipped one is accounted for. I've made many calls to Verizon and was told the box would arrive any day. Finally after speaking to 10 people last night and to UPS I found out what happened. Verizon shipped my box to a Verizon site in Coatsville, PA instead of me. They will not ship a new box to me until the old one is accounted for. This is absurd they have the original one. Now they say I have to wait until the 13th to receive one. What kind of customer service is this? They screw up and can't overnight an HD box to me. If a wanted this kind of treatment I'd have stayed with Comcast. I'm really considering going back to DirectTV. Verizon sucks. What does it take to get a Verizon HD box?
Diana Bush
thanks cnn for such excellent coverage,i am here living in the cayman islands and is sharing this historic and exciting moment via t.v.i am very proud of our incoming president and wish him all the best from us here in the cayman islands.
Brother James R Winfree Sr,
Not like the brazen giant of Greek fame, With conquering limbs astride from land to land; Here at the sea-washed, sunset gates shall stand A mighty woman with a torch, whose flame Is the imprisoned lighting, and her name Mother of Exiles. From her beacon-hand Glows worldwide welcome; her eyes command.
The air-bridged harbour that twin cities frame. Keep ancient lands, your storied pomp! cries she with silent lips."Give me your tired, your poor, your huddled masses yearning to breathe free, The wretched refuse of your teeming shore. Send these, the homeless, tempest- tost, to me; I lift my lamp beside the golden door!"
(The Pledge of Allegiance) (The Constitution of The United States) (The Preamble State The Purpose of The Constitution) (Freedom of Religion Speech Press and Assembly-Amendment=1791) (Amendment XIV 1868) (Front of The State of Liberty) (Part of The Declaration of Independence)
Apostle: James R Winfree Sr. Ministries and Team believes in our Country the United States of America and We believe in One Nation under God indivisible with liberty and justice for All. While we are home in this earthy body here on earth this is our calling, our purpose, our pledge to God and to each other, our life and our destiny in Christ Jesus our Lord.
Brother James R Winfree Sr,
United We Stand! Divided We fall!
Jimmy
Thank you for reminding me that You have giving me all the skill I need to be victorious in You and if I use these skills with the guidance of Your Holy Spirit that I can hit all the Goliath of my life in their forehead with a powerful blow.
Thank you Jesus for giving me all the tools I need to be a victorious young person in You.
Amen
Love Brother Jimmy in Christ!
DrBlockbuster
Yesch ... interesting commercial use of Twitter which is seeing explosive growth, like 600%+ December on last December.
Today I read that IVP are most likely to be investing "loads of money" in Twitter. I don't like this term "monetize" but I suppose it sounds better than "make revenue earning" :wink:
Tweet, tweeting as @DrBlockbuster
Dr Blockbuster
Networks & Forums
azmat
Hi Daisy,
A very interesting and informative article about Twitter and how companies like Hulu and Boxee are using it - not only to keep in touch with their current and potential customers, but also to show them that they really care by taking prompt actions to resolve any problems.
In case you are wondering I am commenting on your article so late - I have just joined Twitter.
James Winfree
Eye Candy -- It Looks Good, but It's Adultery
by Ian Drucker
A critical issue that I struggled with in my spiritual battle regarding my addiction, even after I became a Christian, was rationalizing my behavior. I actually had the audacity to try and convince my wife that viewing porn on the internet was not a sin.
Furthermore, I had the nerve to try and convince her that my viewing porn would actually enhance our relationship. I really believed that my viewing porn would increase the level of physical intimacy between us.
She, of course, took exception to this. She indicated that the last thing she wanted, if she knew that I was indulging my sinful cravings, was to be intimate with me. She felt that my sexual drive and desire was inspired by my lust for other women, not by her. I, of course, argued against this. Our totally opposing viewpoints caused many lengthy and loud discussions pertaining to what were, and were not, acceptable behaviors by a husband in a “Marriage Covenant.”
I praise and thank God for giving me a patient wife. I believe, from a Biblical perspective, that she would have been on solid ground if she wanted to divorce me. It took some time, but after a great amount of prayer and studying of the Word; the Holy Spirit convicted me of my sinful thoughts and actions. I believe the most significant passage of scripture that helped me, which my wife pointed out, is from the Gospel of Matthew. In it Jesus addresses the subject of Adultery.
Jesus said; “You have heard that it was said, ‘Do not commit adultery’. But I tell you that anyone who looks at a woman lustfully has already committed adultery with her in his heart. If your right eye causes you to sin, gouge it out and throw it away. It is better for you to lose one part of your body than for your whole body to be thrown into hell. And if your right hand causes you to sin, cut it off and throw it away. It is better for you to lose one part of your body than for your whole body to go into hell” (Matthew 5:27-30).
Well, by the grace of God, I was not too far deluded at this point. I would be a liar if I tried to say that I was not lusting for the women that I was viewing on the screen before me. I agreed that committing adultery was a sin. I acknowledged that I was, according to Jesus, committing adultery. My previous thoughts were absurd. I also understand, from my experience and from my study on Spiritual Warfare, that the ability to significantly influence (not control) this type of twisted thinking is one of the best weapons that Satan has in his arsenal. That is why Jesus takes the position on this issue that He does. Jesus knows the power of this sin, and he understands the affect that it has on us. He is indicating that victory over this sin requires a radical change; and that we must be willing to make whatever change is necessary to prevent us from committing the sin.
It is so obvious to me now why it took so many years in order for me to master this sin. Most of the time I was dealing with it, I was not a Christian. I lived the majority of my life (33 years) on my own, without Christ as my Lord and Savior. Drawing from my own abilities during this time, without the power of the Holy Spirit, left me totally defenseless against an enemy (Satan) that I failed to acknowledge even existed.
After I became a Christian, it took more time for me to be completely free from my addiction. Sure, there were periods of being clean; but they were followed by periods of indulgence. I chose to keep enjoying the pleasure of the sin. I ignored the pain that I was causing God and my wife every time I committed the sin. It took time for me to learn how to lay my will down, and to be led by the Holy Spirit. It took time for me to despise the sin, to the point that I no longer wanted anything to do with it. I know that it is only because I cried out to God with a sincere heart, asking for deliverance from this sin that I received it. I now choose and I am able, by the power of the Holy Spirit, to deny my sinful desires one day at a time. I choose to please God and my wife. That’s the bottom line.
The choice is ours! We can either glorify God in our thoughts, words and actions; or we can please the enemy. What do you want to do? This issue and the dynamics that were put into play both before and after my deliverance provide an abundance of material for me to share with others. It is my intent, in accordance with God’s will, to share what I have learned and experienced in hope that I may be able to help others avoid causing damage to relationships that they value. I will be sharing this information with you as I continue to write for this publication.
-Ian Drucker
James Winfree
There Is Only ONE Body And If You Have Red Blood In Your Body We Are One Acts 17:26
The Spirit here is the Giver of gifts and The Author of the Unity which has been made and which we are to keep. A part of this Unity is the one body. The members of this One body become such by adoption or placing as sons (Ephesians 1:5).
This One body was also endowed with gifts by the ascended Christ; not gifts to individuals, but to the whole body. These gifts were Apostles, Prophets, Evangelists, Pastors, and Teachers. The first two are foundational and Jesus Christ is The Head of His Body The Church of Believers, Christians, Saints,Believing Jews and Gentiles.
This body is not described as having any parts or members except for the fact that the Head is The Christ. In this Unity He is the central figure.
This body had its beginning from a former body of Believers, Christians, Saints who accepted the truth of the mystery after Acts 28:28. Both Jew and Gentile were made One, and created into one new man (Ephesians 2:12-16). Both Jew and Gentile were then reconciled in One body to God by the cross. And this mystery is further explained in 3:6 that in this One body all members are in joint relationship; joint heirs, joint members, and joint partakers of a promise of life in Christ, which promise was made before the ages began (2 Timothy 1:1, Titus 1:2).
Gentiles are no longer dogs, neither do they eat as guests at Israel's table, but they have a table of their own. All now are called Gentiles or nations. Jews are no longer Jews, but have to become as the Gentiles in order to enjoy all spiritual blessings in the heavenly places in Christ. Under the law a Gentile had to become a Jew in order to enjoy the blessings of Abraham. The tables are turned.
The kingdom, the rapture, and all those things that pertained to Israel have passed away. The earth is no longer the inheritance, but heaven itself. Each member has his citizenship there (Philippians 3:20). And it is from heaven that the members look for His appearing, not from the earth.
Instead of the promise made to Abraham which concerned a people, the promised land, kings, a kingdom, and the like, this one body is already seated with Christ is heavenly places. It has every blessing that is Spiritual in that place.
Instead of the rapture and coming back to earth, the One body will have its resurrection in heaven. No transportation problems there.
This One body has no commission to preach to the nations of the earth. Paul felt he should make all men (believers) see what is the administration of the mystery. As Israel was to preach to the nations, so this One body is now making known to principalities and powers in heavenly places the manifold wisdom of God. Quite a commission, is it not?
At no time has there ever been two bodies. Paul could truthfully say in 1 Corinthians 12:13 that there was One body then. He could just as truthfully say in Ephesians 4:4, and this side of Acts 28:28, that there is One body. They do not interfere with One another as to time. Neither do they by space; the former being on the earth, and the latter in the heavens.
Apostle James R Winfred Ministries And Team
Thank You For Your Loving Prayers
And Contributions To This Ministry.
How can we preach the gospel to our world if we the Body of Christ are not in CHRIST LOVE, UNITY, EQUALITY?
Remember that life is only in Christ Jesus our Savior and Lord, So Feel free to study The Lords Website at http://www.freewebs.com/winfreeministries or Write us at ApostleJWinfree1@aol.com/ jawin05@sbcglobal.net Our staff number Apostle James R Winfree Sr, at 832-618-3700 Or you can Write us by Post Mail @ P.O.BOX 5293 HOUSTON, TEXAS 77262-5293
We remain True and Faithful to this Vision to all of God's People, Believers. Christians, Saints
Yours in Christ Jesus Blessed Kingdom,
The Lord's Team