Bluefin Labs Reveals How It Is Tying Social Media To TV

On the Web, we have links, which makes all media trackable. But on TV there are no links. So how do you track the audience response to a TV show or an ad? It's all guesswork, panels, and surveys pretty much. But Deb Roy thinks he has a better answer: treat social media as a realtime "focus group in the wild" and tie that commentary back to TV. He wants to infer links from what people are talking about. In the video above, he explains his approach with Bluefin Labs. "Think about a switchboard that links realtime TV with social media," he says. Roy is the founder and CEO of Bluefin Labs , a video and language analytics startup in Cambridge, Massachusetts. Bluefin is creating a console for advertisers and TV programmers to measure the social resonance of their content. Using sophisticated semantic analysis, Bluefin can determine what peopel are saying about a particular TV show or commercial across various social media, including Twitter, Facebook, and blogs.