10 Tips: Tap Consumer Sentiment On Social Networks - InformationWeek
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7/9/2012
03:08 PM
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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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The best insights often come with no mention of a specific company or its products.

"The mistake people make is they just listen for brands and miss all the conversations," says Frank Cotignola, consumer insights manager at Kraft Foods. "I tell people who are using this data to flip it around: Listen to what people are saying, and then see how your brand fits in."

Kraft, for instance, has more than a dozen flavors of barbeque sauce and it's always looking for new recipes. Thus, knowing what people like about barbecuing, how they cook, or what new dishes they're trying may be more valuable than knowing what percentage of comments about a particular brand are positive or negative.

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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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