What Do Your Customers Think? How To Use Twitter To Measure Emotional Reaction To Your Brand

I’ve written in more detail about Twitter search before but the service has a neat feature that allows you to use emoticons (aka smilies) to filter your results, and I wanted to touch upon that in this article.

Let’s use the recently-launched iPad 2 as an example. At the time of writing, here’s a search for positive mentions of the device.

And here’s a search for negative.

Quite a difference. The item being searched for is identical, but because we used 🙂 in the first search, and 🙁 in the second, Twitter looks at the database with two kinds of eyes, and we end up with very different results.

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