I used to believe that sentiment analysis was one of the most important tools in a smart marketer's box.
The rise of social media offered (I thought) a huge, free, and above all, reliable source of both qualitative and quantitative data about how real people really feel about brands, and how our marketing contributed to those feelings.
Over the years, though, I've become increasingly disappointed in both the reality and the promise; to the point at which I'm actively recommending that our clients avoid using social media sentiment in their models or as a performance metric.
It's time for us all to stop kidding ourselves, 'fess up, and end the conspiracy. In this short talk, I hope to explain why sentiment analysis doesn't function as a useful social media metric, now or EVER.