Did You Know There Are 30K Ways to Express ‘Love’ on Social Media?

By Karen Fratti 

viacom_logoSentiment tracking for television programming is getting real. Viacom partnered with Canvs, the leading emotional analysis platform. Viacom will be adding Canvs’ database of emotions and language tracking to its Echo Social Graph (Echo 2.0), which measures the scope and effectiveness of their cross-platform marketing campaigns.

Canvs tracks more than just “positive,” neutral,” and “negative” emotions across social platforms. They have the technology  to decipher what someone means when they tweet about a Pretty Little Liar’s outfit being “on fleek,” even if they mean it in a negative way. Being able to know what people are really talking about and catch double meanings of slang means more authentic and better targeted engagement with viewers all around for marketers.

According to their announcement, delving into “millennial jargon” is exactly what Viacom wanted to do. Jared Feldman, founder and CEO of Canvs, is ready to help Viacom stay up to date:

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Viacom has helped define culture for decades, and we are honored to help its advertisers understand its audiences with a level of nuance and speed that has not been previously possible.

Echo 2.0 will use Canvs to monitor emotions like “trippy,” “awkward,” “boring,” “enough said,” “goosebumps,” “guilty pleasure,” and “mindblown.” Those are just a few of the 56 emotions in their database. Canvs can pick up on the double meaning of “sick” or track over 30,000 uses of the word “love” on social media.

Viacom will announce and show off their updated product during their annual Roadshow in New York, Chicago, and Los Angeles ahead of the Upfront season.

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