5 Questions with... Denise Brunsdon

Are you ready for your Wednesday morning fix?  Get ready.  It's 5 Questions...

Denise Brunsdon is a hardcore stats geek. With experience in politics and public opinion research, Denise keeps a close eye on Canadian online usage trends and new measurement plus prediction models in her job as Director of Social Media for the public relations and public affairs agency GCI Group.

Denise is occasionally published in Canada and internationally on subjects ranging from the relationship between gender and blogging to corporate online reputation management and digital brand favourability, but for the most part you can find her ranting on the streets of Toronto about measurement gaps in digital sentiment evaluation algorithms.

You can follow her on Twitter at @brunsdon or in the blogosphere at forserious.ca.

What motivates you to do what you do on a daily basis?

The pressure for companies, organizations, governments and political parties to build unique relationships with citizens online and via mobile technology is born out of a long-standing desire to break down the anonymity and amorphousness of institutions. I feel good facilitating a more direct model of interaction between individual customers or voters and the people trying to provide them with products or services. Ironically, we as a society are really using technology to return to an older model of customer engagement that is more personalized, and thus, meaningful. The only difference is, now we have excellent software tools that together with advanced statistical analysis can segment and evaluate the “pebble effect” of positive or negative interaction online in regards to a company or organization’s bottom line, be it profits, donations or membership recruitment.

Do you have any success start-up tips for people wanting to create a name for themselves in your industry?

Less talk, more measurement! Back up what you say with methodologically reliable data, not anecdotes.

In your opinion why is Toronto a hotbed for cool tech start-ups?

I’d assume it’s a critical mass issue. Sometimes I think we overlook the fact that Toronto is the 5th largest city in North America. So many people together in one place are bound to start innovating the heck out of things, which is why Toronto is a hotbed of progress for tech and tons of other industries... save maybe street vending. We don’t even have bagel stands. All these high-tech, mobile employees, and no mobile bread purveyors to match. It’s a travesty, really.

What's your favourite tech toy and social media site and why?

Fave tech toy – CBC Radio 3 is my obsession. It’s intensely functional, it lets you build and share different playlists, post favourites onto Twitter and Facebook, vote for songs and fan bands. Moreover, there are numerous radio streams in addition to the main indie station – they sub-segment into hip-hop, rock, pop and electronica. Listening to the music reminds me of how much pure, frightening talent this country holds. There are lots of tech devices that keep my professional or social life going, but CBC Radio 3 keeps my soul going.

Fave tech site – Definitely YouTube. It’s a place to entertain, be entertained, interact and advertise. It combines everything that’s good about tech innovation and social media.

Who would you say is one of Toronto's social media/tech stars and why?

I’m a huge fan of Denise Balkissoon. She’s a journalist who is doing Twitter right. She’s informed, clever and bold. Also, she’s got a great name.