Two Solid Reasons Why Text Analytics Can Amp Up Your Social Listening Game

Opinion: With a text-based analytics mindset, you can free yourself from the optimization hamster wheel

Sigmund Freud once wrote, “Dreams are the royal road to the unconscious.” If he were alive today, he might say the same of our social media posts.

Through language, we broadcast to the world what we love, what we hate, what we wish for, what’s bothering us—even why we buy certain products and why we don’t.

To a social media marketer, all of this noise should be a virtual goldmine.

Yet we still see brands and agencies creating social content based on a flimsy hunch about what their dream audience might want or might feel.

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