10 Tips: Tap Consumer Sentiment On Social Networks
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.
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Consumers consider and evaluate before they buy, and they have to have a positive experience before they will advocate a product and bond with the manufacturer as a loyal customer. Social media monitoring platforms can help organizations spot consumers at each one of the steps along this "consumer decision journey." As outlined in this McKinsey & Company article on Demystifying Social Media, brand and product managers have to respond appropriately at the right time. That might mean commenting publically on social media to get out ahead of a potentially damaging controversy, or it could mean quietly channeling specific comments to customer-service channels for one-on-one intervention. When the sentiments are positive, you can retweet or otherwise amplify the favorable customer reviews. You can also lead consumers toward helpful resources or time-sensitive targeted offers, moving them along the decision journey toward the sale.
The Agile ArchiveWhen it comes to managing data, donít look at backup and archiving systems as burdens and cost centers. A well-designed archive can enhance data protection and restores, ease search and e-discovery efforts, and save money by intelligently moving data from expensive primary storage systems.
2014 Analytics, BI, and Information Management SurveyITís tried for years to simplify data analytics and business intelligence efforts. Have visual analysis tools and Hadoop and NoSQL databases helped? Respondents to our 2014 InformationWeek Analytics, Business Intelligence, and Information Management Survey have a mixed outlook.
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