Sentiment analysis tools mine text captured in reviews, blogging and micro-blogging streams to extract subjective information, which can then be used to manage service, increase sales or develop propositions. Social media data is rich and interesting, full of fascinating observations that, if we can harness them, will deliver insights the like of which has never been seen before. But as with any large sets of data or analysis, it’s easy to draw all kinds of incorrect conclusions; context and objectives are everything.
Warm and engaging communication isn’t about cold hard numbers, but using the numbers to make sure you’re investing precious resources in the right places, at the right time is all-important. And that requires analytical rigour. With that in mind, here are some top tips designed to help marketers understand how good sentiment analysis of social media data works, and how to make the most of the data that has genuine, actionable meaning for brands. Read More