This article was published on April 26, 2011

The Tools We Use to Track Online Buzz

The Tools We Use to Track Online Buzz
Boris Veldhuijzen van Zanten
Story by

Boris Veldhuijzen van Zanten

Founder & board member, TNW

Boris is a serial entrepreneur who founded not only TNW, but also V3 Redirect Services (sold), HubHop Wireless Internet Provider (sold), and Boris is a serial entrepreneur who founded not only TNW, but also V3 Redirect Services (sold), HubHop Wireless Internet Provider (sold), and Boris is very active on Twitter as @Boris and Instagram: @Boris.

During TNW2011 we will be monitoring what people say about the event online. We always do that and have been doing it since we did our first conference, when Twitter didn’t even exist yet, in 2006. This year we use two tools and take a more professional approach. Professional, but not impersonal!

One of our new tools is called Tracebuzz. It tracks the online buzz around the conference on Twitter and a few social networks. With TraceBuz we know what people say about the conference by following, and rating, certain tags and topics we created in advance. By analyzing the data thus generated we can show the sentiment around speakers, facilities and the conference in general.

By integrating with Twitter it is possible to see all related messages to a tweet. That means we can see all Retweets, all the tweets where that tweep is mentioned and the history off the conversation.

Those insights give us better feedback so we know how to respond to stuff that pops up. All data that is gathered is easy to search through on the platform too.

Our team in The Next Webcare control room responds to all questions and gathers relevant Buzz about the conference. If you want to ask us a question during (or before) the conference or see a problem somewhere just mention @TNWConference and you will get a quick reply.

Tracebuzz Dashboard for #TNW2011:

MobyNow is a platform that helps publishers gain control of the online conversation too. The real-time technology platform aggregates updates from social sites and services like Facebook, Twitter, YouTube and the blogosphere, but most importantly it funnels the traffic from shared postings to the publishers website. We will aggregrate all our posts at Backchannel at and an overview at

This of course increases traffic to our blog and gets people more involved with our brand. When our editors use Mobypicture to share their adventures with their friends on all their social sites their friends end up viewing the pictures and videos on The Next Web blog instead of on sites like Twitpic or Yfrog.

In time we will link to our latest blogposts and other features, regaining control over the whole experience while keeping our visitors browsing around our site.

We will also be monitoring Facebook, Twitter and our inboxes for feedback and questions so feel free to contact us! Use #TNW2011, #TNWHack #TNW and #TNWConference all work…

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