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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Online comments don't fall neatly into "positive" and "negative" buckets. There's a range of consumer sentiment that challenges even the most sophisticated natural language processing technologies. Catherine van Zuylen, VP of products at sentiment-analysis vendor Attensity, details at least seven shades of sentiment that defy easy categorization, from false negatives like "crying with joy" to compound sentiment like "I loved the trailer but hated the movie."

Sophisticated sentiment-analysis systems can be optimized to handle some subtlety, but no amount of tuning will lead to perfection. It's best to focus extra effort on acting on the majority of clear-cut sentiments.

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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