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3 Social Analytics Mistakes: Don't Be Fooled
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D. Henschen
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D. Henschen,
User Rank: Author
2/13/2014 | 9:28:06 AM
Helpful, Actionable Insight
This is great, practical information that you can put to use. Particularly relevant is the pointe to look beyond marketing metrics. Any tips on ensuring that automated analysis of sentiment is on target? Or whether "positive" and "negative" are truly helpful measures? These remain hard questions for those mining social data.
bpcockerell
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bpcockerell,
User Rank: Apprentice
2/14/2014 | 1:34:19 PM
Re: Helpful, Actionable Insight
D. Henschen--thanks for thoughts and the insightful question.

Automated sentiment analysis is most definitely a hot topic now and I suspect will continue to be so. While incredibly useful, I never view automated sentiment analysis in a vacuum; rather, it is one metric among many (key words associated with brand or product and sharing are two key others) to best determine an accurate assessment of how social is reacting in regards to your search term.

Additionally, if you are seeing a strong disconnect or lack of correlation between these other metrics and the automated sentiment analysis, you'll know it's time to further investigate its accuracy and make changes to scoring where necessary. Great question--hope this helps!

--Ben


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