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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Sentiment analysis technologies can't replace conventional research such as in-person interviews and focus groups that let you go in depth on inferences you might have picked up on through social media monitoring.

"The traditional researcher always wants to ask questions: Why do you use this product, and why do you use it that way?" says Frank Cotignola, consumer insights manager at Kraft Foods. "With social media, you just stand back and listen, and you can't ask, 'Why did you say that?'"

Social networks are available 24 hours a day, seven days a week, so one advantage of social media analysis is that it's a real-time tool that's not subject to the time lags inherent in focus groups and surveys. Use social media sentiment as a leading indicator and a way to track sentiment over time, but then use conventional research to figure out what's behind the trends.

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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