10 Tips: Tap Consumer Sentiment On Social Networks
July 10, 2012 08:30 AM Facebook and Twitter can serve as real-time consumer focus groups, but watch out for 'channel biases' and think beyond your brand. Follow these 10 pointers for effective use of sentiment analysis technologies.
Tip 10. Focus On The Consumer 'Swing Voters'
Many sentiment analysis dashboards highlight the red negative sentiment and green positive sentiment, but Christopher Frank, co-author of "Drinking From The Fire Hose: Making Smarter Decisions Without Drowning In Information" says it's important to focus on the typically larger yellow segment of neutral sentiments. These are would-be customers without entrenched feelings who can be moved to buy or who might be at risk of falling into the negative camp. It's the consumer equivalent of the swing voter, and as we're all witnessing as the election year heats up, politicians know they have to focus on these undecided voters to win the campaign.