|By Corinna Melcon||
|October 8, 2009 02:00 PM EDT||
Real-time social media feeds like Twitter and Facebook are allowing people in New York to comment on whether a movie is worth seeing before audiences even buy tickets in Los Angeles. And now there's a way to measure and track those conversations.
Introducing Fizziology, the first and only chart to measure the world of entertainment using the world of online conversation. Fizziolo.gy's chart of everything entertainment -- the Weekly Fizz10 -- will be available at www.fizziolo.gy along with custom research, tracking and analysis for advertisers, studios, networks and content creators.
There are millions of opinions about entertainment being expressed on Facebook, Twitter, blogs, message boards and other social networks. Fizziolo.gy turns these individual opinions into trackable, scored data. Mentions are measured by volume and analyzed to determine sentiment by trained social media analysts. Fizziolo.gy uses people rather than automated keywords because social chatter -- especially in regard to entertainment -- can be impossible for computers to interpret (for example, "That was a SICK movie!" can be positive or negative based on context). The Fizziolo.gy combination of volume and sentiment creates a unique scoring system for entertainment properties to be compared, ranked and tracked over time.
Jordan Levin, former CEO of the WB Network and current CEO of Generate (a multiplatform media company), is an early fan of Fizziolo.gy. "The real time comments of real people within social media are increasingly impacting entertainment choices for consumers -- what people watch, what people play, what people listen to. It's been easy to observe something on a case-by-case basis, like how a particular movie is being reacted to on Twitter. But until now it has been impossible to look across all social media to see how people are reacting to everything entertainment related and predict behavior as a result. This is going to be a valuable tool for entertainment decision-makers."
"It's the world's biggest, fastest, most honest focus group," says Ben Carlson, co-creator of Fizziolo.gy. "People have been trying to use social media to promote. But what they should really do is listen. All of these online conversations are impacting entertainment. Fizziolo.gy can help marketers, content creators and other entertainment decision-makers understand what everyone is talking about -- spotting challenges and opportunities. And then doing something about them."
Fizziolo.gy is the brainchild of Bradley and Montgomery (BaM), an independent advertising agency. After using social media to launch successful online campaigns for Microsoft, MTV and VH1, BaM realized there was a need to translate individual opinions into data that can be measured, tracked and analyzed in real time.
Fizziolo.gy launches with current theatrical movie releases, but will grow to track hundreds of entertainment properties and people from the worlds of movies, video games, music and TV. The Weekly Fizz10 chart is free to the public. Custom research tracking and analysis is available for advertisers, studios, networks and content creators and is already starting to be used by some of the biggest names in Hollywood.
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