How Brands Can Become More Emotionally Intelligent on Social Media
Traditional social metrics aren't that useful -- it's detailed sentiment that counts.
James Purchase is VP of product management for Attensity, a pioneer in natural language processing and sentiment analysis.
For years, brands have been mining social networks to study consumer metrics, including check-ins, likes and retweets. Combined with census-like data – gender, age, location, etc. – brands have created countless dossiers on consumers and audiences in the name of improving service and sales. Dubbed “listening,” the approach has been passive and objective, a mathematical equation of huge amounts of publicly-shared content about a brand.
Living in the past will only get brands so far
With time, brands found that social metrics weren’t as useful as they seemed.
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