How does that make you feel? Social sen6ment analy6cs in 2012 Catherine H van Zuylen
Who the heck are you? ;-‐) A1ensity is in the business of making social media truly accessible and useful for the enterprise. We process millions of social media and other communica>ons every day, including the full Twi1er ﬁrehose, Facebook, thousands of blogs, forums, and review sites, along with surveys, CRM records, etc.
This growth in social media has led to renewed interest in sen:ment § News and opinions about everything… § Products – phones, cars, food… § Services – cable companies, telcos… § Popular culture (TV, ﬁlm, music) § Poli:cs § Everyone is trying to use social to predict (or explain) outcomes – and “sen:ment” plays a big role in this
“Sen:ment Analysis” used to be simple I love my iPhone. I hate brussels sprouts.
Ambiguity and new uses for “nega:ve” words <-‐ “Hate” ends up being posi6ve about the singer “holy crap” vs “this is crap” -‐> <-‐ “amazing as f***” 11 5/9/12 l Footer
Small change in voice = Big change in meaning Are you angry about the way Comcast treated you? (Ques>on) I think you should be really mad about this. (Sugges>on) If someone doesnt call me back, Im going to be really angry. (Condi>onal) I was really mad at them, but then they oﬀered me a refund. (Past) I’m not angry with them; I just want them to help me. (Nega>on) I am really really angry about this. (Augment) I’m mad at them AGAIN because they keep messing up. (Recur)
Sen:ment Scoring I LIKE THAT(+1) I LOVE THAT (+3) I HATE THAT (-‐3)
Sen:ment Scoring I REALLY LIKE THAT (+2) I KINDA LOVE THAT (??)
Emo:cons as Sen:ment and Modiﬁers Bought an iPhone today :-‐D I just love Comcast ;-‐)
It’s the LiVle Diﬀerences Japanese tend to use emo:cons with expressive eyes and a neutral mouth ^_^ while Americans do the opposite :) Americans oen badly misinterpret the meaning assigned to popular emo:cons from Japanese culture
Forecas:ng elec:ons major and minor 23 5/9/12 l Footer
In Summary § Think about what your goals are § Make sure your team agrees on what “sen:ment analysis” is… or agrees to disagree § What are you going to do with the data? § How deep do you need to go? § How accurate do you need to be? 24 5/9/12 l Footer
THANK YOU CATHERINE VAN ZUYLEN CVANZUYLEN@ATTENSITY.COM @CATEVZ
A particular slide catching your eye?
Clipping is a handy way to collect important slides you want to go back to later.