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.
4 of 11
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.
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.
Join us for a roundup of the top stories on InformationWeek.com for the week of December 14, 2014. Be here for the show and for the incredible Friday Afternoon Conversation that runs beside the program.