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7/9/2012
03:08 PM
Doug Henschen
Doug Henschen
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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.

Recommended Reading

Sentiment Analysis: How Companies Now Listen To The Web

7 Ways Sentiment Is Hard To Decipher Online

Sentiment Analysis Symposium

Buddy Media On Social Software Pitfalls

Choose Your Social Business Strategy Before Your Tools

"A Social Journey" Interactive Social Media Strategy Guide

Demystifying Social Media

5 Social Networks To Achieve 10 Business Tasks

Healthcare Social Media: New Software Aims To Limit Risks

5 Tips To Build Your Personal Social Brand

Companies Connect Via Social Media During Crises

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LCP
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LCP,
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7/16/2012 | 11:58:25 AM
re: 10 Tips: Tap Consumer Sentiment On Social Networks
Excellent job on this post!

I believe it all starts with tip #1 and that's where so many brands fail. Can you imagine a consumer giving props to a brand over multiple social streams and the brand doesn't reach out to say thank you? .... happens all the time #Fail

If the brand would simply reach out and acknowledge the mention, let alone offer a perk as a thank you for the mention, they would have an online evangelist for life.... for free.....

Can someone calculate the ROI on a scenario like that......<snark></snark>
esunderman570
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esunderman570,
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7/10/2012 | 7:44:49 PM
re: 10 Tips: Tap Consumer Sentiment On Social Networks
This is a great slidehow
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