[April 2011 – June 2011]
Microsoft was planning on announcing an increase in cost to all of their certification exams. They wanted to use social media monitoring to understand the impact of the price increase among certification candidates, and respond as needed.
- Identify an appropriate social media measurement tool
- Monitor sentiment and specific conversations in real-time via the selected tool for a 30-day period following Microsoft’s announcement
- Manual filtering and tool management (results from automated tools are on average only 60-70% accurate)
- Manual searching in less-visible communities that wouldn’t be scraped by an automated tool
High-Visibility Mentions Analyzed
The most relevant, high-visibility comments were delivered in real-time, along with recommended replies.
Understanding of the Announcement's Impact
Microsoft was able to understand the impact of their announcement and avoid a potential social media crisis.