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27/08/12 This New Tool Could Be the Future of Measuring Sentiment on Social Media | Entrepreneur.com
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BY JONATHAN BLUM AND ALEX DALENBERG | August 10, 2012 |
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This New Tool Could Be the Future ofMeasuring Sentiment on Social Media
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Business owners might soon have a new way tointerpret content on Twitter that's related to theirbrand.
Emoto 2012 a collaboration between U.K.baseddigital art festival FutureEverything and MIT'sSENSEable City Lab is a new tool that is beingused to interpret the global response to the LondonOlympics. It analyzes tweets for both specific content
and the emotions behind the text, and categorizes them as anywhere from extremely negativeto enthusiastic.
The technology then illustrates the emotion in a tweet stream using a visual design to show theebb and flow of emotion over time. The intensity of feeling of a tweet stream is represented byvarying colors. Thicker lines and shapes represent, among several factors, how many tweetsand how many people are tweeting about that topic.
For business owners, tracking user sentiment on social media can be valuable forunderstanding public perceptions of their brand or measuring the effectiveness of advertisingand social media campaigns. While still in the early phases, Emoto is showing glimpses of howtools will be able to chart what people are actually feeling about a product, a brand or even anentire company.
Here are three reasons why it might be smart for marketers to keep an eye on the Emoto 2012and other tools like it:
Related: 3 Ways to Make Your Social Media Efforts More Productive
1. Twitter isn't providing analytics.After nearly five years since the microblogging service launched, Twitter has yet to offer usersaccess to statistics anywhere close to the statistical detail of packages like Google Analytics orFacebook Advertising. Anyone who's interested in tracking the sentiment of tweets is forced touse Twitter's search to look for happy or sad emoticons, which isn't very effective.
Emoto showcases useful information that exists on Twitter, including metrics such as tweetsperminute, and the overall mood and sentiment of how posters felt about a specific topic. The toolscans for topics, the amount of content and the syntax of the tweet. Information can be viewedin granular detail, in the aggregate or for each day of the games.
2. Existing sentimenttracking tools aren't getting the job done.SubscribeEnter email address
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The analytics gap at Twitter has opened the door for third parties to create social mediasentiment engines, including Canadabased Social Mention and paid services such as Twendz,from Seattlebased marketing firm Waggener Edstrom Worldwide. But services like these stilloffer painfully basic data.
Emoto, on the other hand, can show that response to a tweet can be much more subtle. Notsimply a positive and negative sentiment, but a complex emotion behind the tweet stream canbe inferred.
3. Emoto is just the first step.Emoto 2012 shows that there is capability and promise for a simple, graphicsoriented socialmedia tool that businesses can use to get a deep, relatively immediate picture of their onlinebrand value. And the potential is there for tracking competing ideas and brands as well.
Given the growing interest in social media marketing, the Emoto 2012 is likely just the first step,and only one of many tools that will aim to provide a deeper understanding of social brands hopefully eliminating the need to collect and manage every individual tweet.
Related: 3 Social Media Lessons from the Olympics
Read more stories about: Social media, Online marketing, Social media dashboards, Socialmedia marketing
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