Competitive positioning analysis for social media
Eyes and Feet is a web service that could give small, local business a start in competitive positioning analysis of social media activity.
The website is designed primarily for local businesses - specifically, bars and clubs, restaurants and cafes, and spas and salons. They are all typical local services. Eyes and Feet is currently in a Beta stage, which typically means there will be bugs that need to be worked out prior to releasing the full version.
The set-up is easy to follow and resembles Google Plus in a lot of ways, such as the use of "circles" in the layout. Explanations of how to use each module ("see" and "do") are straightforward and laced with humor and quips to keep the audience's attention.
The "eyes" of this site is a single module that allows the user to look at what competitor businesses in the user's locale are doing on social media at any given moment. For example, this module will break down Chicago into 100 data points on a map with a zoom feature. The user chooses his or her competitors and can see what they are offering on Facebook, Twitter, Groupon, and Foursquare just by clicking on any particular data tab. By clicking on "Baba's Village" in Chicago, the user can see that this restaurant has 436 likes on Facebook, no Tweets detected, is never on Groupon, and is active on Foursquare. So, for example, if the user's restaurant is similar to Baba's Village, they can gain an edge by creating Groupon deals and a Twitter account.
The “feet” of this site is the other single module that allows the user to do things with their social media that are in line with, or better than, what their competitors are offering. The accounts that can be used simultaneously are Facebook and Twitter, but Yelp, Groupon, and Foursquare are also available. The cities currently available are Boston, Chicago, Houston, Las Vegas, Los Angeles, Miami, New York, San Francisco, and Washington, DC. More cities may be added once the site evolves.
Overall, eyesandfeet.com has potential to be a good tool for competitive positioning analysis on social media, although it has a long way to go. The website is of very little use to large companies, but could provide a starting point for small, local businesses.