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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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Mass media like TV, radio, and newspapers can help you reach the masses (if you have the budget, that is), but social media can help you reach targeted influencers. The American Red Cross knows that recommendations from friends and relatives (including those posted on social networks) have more influence on donations than ads or fundraising campaigns. By mixing network analysis (who is influencing whom) with sentiment analysis (insight into what they're saying), companies can reach the most important influencers. You can use services such as Klout or built-in features available with some sentiment analysis platforms to figure out who the social network influencers are for a particular topic or industry.

In some cases social channels can approach TV reach if an influencer happens to be a celebrity. If actor Ashton Kutcher tweeted about giving blood, for instance, he'd be instantly telling his more than 11 million followers about his good (or bad) experience.

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,
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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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