Software // Information Management
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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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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.

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LCP
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LCP,
User Rank: Apprentice
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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