From Tag Clouds to Social Analytics

In a recent enterprise transformation program, we used a click path analysis tool to determine the usage patterns of the users on existing systems. We found that the usage patterns did not follow the navigation steps that were laid out in the software. We used this information to redesign workflows in the re-engineered system. The new workflows improved usability and productivity of the users significantly leading to increased adoption. This got me thinking...

Tags and tag clouds have emerged as an alternative navigation paradigm, and usage pattern and relevancy drive site navigation in today's Web2.0 world. While tag clouds are extremely useful from a user navigation standpoint, what's in it for the marketing organizations behind the websites? I think it's a good idea to link these tag clouds to social analytics which will provide immediate insight into the trends that are developing. Sentiment analysis in social analytics tools provides actionable business insights into the consumer thinking. Brands can use this feedback to grow their business. The link between tag clouds and social analytics gives a top down view into customer sentiment. It will help measure campaign success and identify future opportunities.