People Are Talking
There's Facebook, Twitter, and the other social networks, plus community-driven websites, all of them generating comments good and bad about your company, products, and rivals. The promise of a never-ending focus group (along with fear of not knowing what's being said about you) has given rise to a fast-growing market for social media monitoring and sentiment analysis software and services. What could be better than letting technology magically comb the Web to bring back and interpret brand-relevant comments?
If only it were that simple.
If you wade even ankle deep into social media monitoring, you quickly realize that it's a much more nuanced problem than spotting positive or negative opinions. For starters, comments often have multiple meanings or gradations of meaning. And when it comes to marketing research, the best insights often come with no mention of a specific company or its products.