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7/9/2012
03:08 PM
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 react to different entities in different ways through different channels of communications. At the American Red Cross, Banafsheh Ghassemi, VP of marketing and e-CRM customer experience, says the patterns of interaction differ by phone, postal mail, email, and social media. Comments on Facebook and Twitter about Red Cross are typically positive, she says, but when people take the time to write an email or send a letter, chances are it's negative. "They either didn't like something or they wanted to express an opinion or make a suggestion," Banafsheh says.

Wisconsin Gov. Scott Walker had the opposite experience with social networks during his recent election recall fight. Sentiment analytics vendor Topsy Labs found that tweets related to Walker generated a very low -1.999 sentiment score, while his Democratic opponent, Tom Barrett, registered a relatively neutral 0.932 score. Yet Walker carried 53% of the vote to stay in office.

"In Walker's case, Twitter wasn't representative of the electorate, and it points up the need to choose your data carefully and interpret it with these biases in mind," says analyst Seth Grimes of AltaPlana.

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,
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,
User Rank: Apprentice
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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