This document provides a social media analytics report for Sprint and several competitors for the period of 2013-04-06 through 2013-05-05. It includes sentiment index scores measuring positive or negative perceptions of each brand, with Sprint and T-Mobile having mildly negative scores and AT&T and Verizon mildly positive. Trend data is presented comparing sentiment and post volumes over time for each brand across different social media sources like Twitter, Facebook, and YouTube. Sprint had the lowest share of voice among the brands analyzed.

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Buzzient
Social Media Analytics Report
Sprint
Time Period: 2013-04-06 - 2013-05-05
Created: May 06, 2013

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Sprint Current Sentiment Index
The Buzzient Brand Sentiment Index measures how Social Media Participants feel about
your brand. It tells you how positively or negatively your brand is perceived by online
users.
The Sentiment Index (at the brand or product level) is an aggregated rating. Buzzient
Enterprise generates the index by analyzing and rating each individual post about you.
The analysis leverages positive/negative keyword modifiers that are specific to you and
incorporates metrics regarding importance of the particular author and source.
The index ranges from +150 (extremely positive opinion) to -150 (extremely negative
opinion). A value of 0 expresses neutral sentiment. Positive values of 25 or above are
typically very good.
Sprint's Sentiment Index of -5.26 indicates a mildly negative attitude towards Sprint.
The current sentiment index reflects how social media users feel about your brand now.
Use this in conjunction with Sentiment Index Trends (in a later section) to determine if
opinion about you is rising, falling or remaining consistent. These insights will help you
craft strategy and tactics to maintain or increase social media opinion about you.

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Att Current Sentiment Index
The Buzzient Brand Sentiment Index measures how Social Media Participants feel about
your brand. It tells you how positively or negatively your brand is perceived by online
users.
The Sentiment Index (at the brand or product level) is an aggregated rating. Buzzient
Enterprise generates the index by analyzing and rating each individual post about you.
The analysis leverages positive/negative keyword modifiers that are specific to you and
incorporates metrics regarding importance of the particular author and source.
The index ranges from +150 (extremely positive opinion) to -150 (extremely negative
opinion). A value of 0 expresses neutral sentiment. Positive values of 25 or above are
typically very good.
Att's Sentiment Index of 1.32 indicates a mildly positive attitude towards Att.
The current sentiment index reflects how social media users feel about your brand now.
Use this in conjunction with Sentiment Index Trends (in a later section) to determine if
opinion about you is rising, falling or remaining consistent. These insights will help you
craft strategy and tactics to maintain or increase social media opinion about you.

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Tmobile Current Sentiment Index
The Buzzient Brand Sentiment Index measures how Social Media Participants feel about
your brand. It tells you how positively or negatively your brand is perceived by online
users.
The Sentiment Index (at the brand or product level) is an aggregated rating. Buzzient
Enterprise generates the index by analyzing and rating each individual post about you.
The analysis leverages positive/negative keyword modifiers that are specific to you and
incorporates metrics regarding importance of the particular author and source.
The index ranges from +150 (extremely positive opinion) to -150 (extremely negative
opinion). A value of 0 expresses neutral sentiment. Positive values of 25 or above are
typically very good.
Tmobile's Sentiment Index of -2.65 indicates a mildly negative attitude towards Tmobile.
The current sentiment index reflects how social media users feel about your brand now.
Use this in conjunction with Sentiment Index Trends (in a later section) to determine if
opinion about you is rising, falling or remaining consistent. These insights will help you
craft strategy and tactics to maintain or increase social media opinion about you.

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Verizon Current Sentiment Index
The Buzzient Brand Sentiment Index measures how Social Media Participants feel about
your brand. It tells you how positively or negatively your brand is perceived by online
users.
The Sentiment Index (at the brand or product level) is an aggregated rating. Buzzient
Enterprise generates the index by analyzing and rating each individual post about you.
The analysis leverages positive/negative keyword modifiers that are specific to you and
incorporates metrics regarding importance of the particular author and source.
The index ranges from +150 (extremely positive opinion) to -150 (extremely negative
opinion). A value of 0 expresses neutral sentiment. Positive values of 25 or above are
typically very good.
Verizon's Sentiment Index of 2.89 indicates a mildly positive attitude towards Verizon.
The current sentiment index reflects how social media users feel about your brand now.
Use this in conjunction with Sentiment Index Trends (in a later section) to determine if
opinion about you is rising, falling or remaining consistent. These insights will help you
craft strategy and tactics to maintain or increase social media opinion about you.

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Competitive Sentiment Index
Comparison of Sentiment Indices tells you how Social Media Participants feel about your
brand in relation to the competition.
For the give time period, Sprint, Verizon enjoy the highest user attitude with Tmobile as the
lowest among these brands. As noted, Sprint Sentiment Index is positive.
How your sentiment index compares to your competitors is critical. Comparing your
sentiment to the competition can help you determine whether you need to develop strategy
and tactics that are directed at increasing a sentiment lead or closing a trailing gap.

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Sentiment by Source Type
Brand Sentiment for Posts by Source Type gives you a comparison of Sentiment between
Sprint, Att, Tmobile and Verizon on Twitter, RSS Feeds, Facebook and YouTube for 2013-
04-06 through 2013-05-05

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Sentiment Index Trends
When monitored over time, Brand Sentiment Index trend lines show changes in attitudes
and opinions toward you and your competitors. User sentiment toward brands can
sometimes fluctuate greatly over time.
The ability to track trends provides you with historical visibility into how marketing
programs or other events have impacted opinion toward you and the competition at
various points in time. You can learn how past activities affected sentiment and use that
knowledge to construct the most effective current and future strategy and tactics.

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Brand Sentiment Source Trends gives you a comparison of sentiment as it has trended
over time for Sprint on Twitter, RSS Feeds, Facebook and YouTube from 2013-04-06
through 2013-05-05

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Brand Sentiment Source Trends gives you a comparison of sentiment as it has trended
over time for Att on Twitter, RSS Feeds, Facebook and YouTube from 2013-04-06 through
2013-05-05

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Brand Sentiment Source Trends gives you a comparison of sentiment as it has trended
over time for Tmobile on Twitter, RSS Feeds, Facebook and YouTube from 2013-04-06
through 2013-05-05

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Brand Sentiment Source Trends gives you a comparison of sentiment as it has trended
over time for Verizon on Twitter, RSS Feeds, Facebook and YouTube from 2013-04-06
through 2013-05-05

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Share of Voice
Percentage
While online sentiment measures attitudes, Share of Voice indicates the percentage of
social media posts referring to your brand in comparison with this set of competitors from a
purely quantitative perspective.
Among these different brands Att clearly dominates the others in terms of Share of Voice.
This analysis helps you determine whether you need to construct programs that increase
or preserve your share of voice.

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Sprint Brand Volume Trend Lines
Brand Volume Trend Lines gives you an apples-to-apples comparison of volume as it has
trended from 2013-04-06 through 2013-05-05 for Sprint, Att, Tmobile and Verizon. The
vertical axis of the chart displays volume (posts per month) while the horizontal axis
displays time.

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Positive and Negative Post Volume
Positive/Negative Post Volume gives you a comparison of 2013-04-06 through 2013-05-05
volume including the breakdown of positive, negative and neutral posts for Sprint. The
vertical axis of the chart displays volume (posts per month) while the horizontal axis
displays time.

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Positive and Negative Post Volume
Positive/Negative Post Volume gives you a comparison of 2013-04-06 through 2013-05-05
volume including the breakdown of positive, negative and neutral posts for Att. The vertical
axis of the chart displays volume (posts per month) while the horizontal axis displays time.

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Positive and Negative Post Volume
Positive/Negative Post Volume gives you a comparison of 2013-04-06 through 2013-05-05
volume including the breakdown of positive, negative and neutral posts for Tmobile. The
vertical axis of the chart displays volume (posts per month) while the horizontal axis
displays time.

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Positive and Negative Post Volume
Positive/Negative Post Volume gives you a comparison of 2013-04-06 through 2013-05-05
volume including the breakdown of positive, negative and neutral posts for Verizon. The
vertical axis of the chart displays volume (posts per month) while the horizontal axis
displays time.

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Brand Volume Source Trends gives you a comparison of post volume as it has trended
over time for Sprint on Twitter, RSS Feeds, Facebook and YouTube from 2013-04-06
through 2013-05-05

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Brand Volume Source Trends gives you a comparison of post volume as it has trended
over time for Att on Twitter, RSS Feeds, Facebook and YouTube from 2013-04-06 through
2013-05-05

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Brand Volume Source Trends gives you a comparison of post volume as it has trended
over time for Tmobile on Twitter, RSS Feeds, Facebook and YouTube from 2013-04-06
through 2013-05-05

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Brand Volume Source Trends gives you a comparison of post volume as it has trended
over time for Verizon on Twitter, RSS Feeds, Facebook and YouTube from 2013-04-06
through 2013-05-05

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This default on-demand report is generated from the Buzzient Enterprise Social Media
Analytics Platform, a hosted system that provides automated harvesting and analysis of
social media on the internet for global enterprises.
Buzzient Enterprise harvests, aggregates and analyzes unstructured, qualitative social
media conversations about your brand and products and those of your competition. A
wide array of quantitative measurements and visualizations from the analysis are
presented through the Buzzient Enterprise web browser interface. This report contains
highlights of some of these major analysis areas.
Overall capabilities of Buzzient Enterprise include:
Integration with CRM and Customer Support Systems
- Easily create support cases or marketing leads from harvested posts with a single click.
- Integrations include Salesforce.com (Service Cloud, Sales, etc.) and SugarCRM.
What Users Are Saying
- Harvested posts are automatically scored and viewable through a variety of filters.
- View posts in their originating site. Interact with users if appropriate.
- Search for posts by keyword.
- Bookmark and/or email important or interesting posts.
What Users Think About Your Brand, Products and Competitors
- Current, historical and comparative sentiment indices. Overall and by source groups.
- Historical sentiment trend analysis.
- Distribution of positive, negative and neutral posts over time.
How Much People Are Talking About You
- Percentage breakdown of buzz between you and key competitors.
- Historical buzz trend.
Topics and Trends
- Discover the most frequently used concepts, terms and competitors users employ
when writing about you.
- How mentions of your products, features or keywords compare to each other over time.
Opinion Leaders
- The top authors on discussion forums, facebook, blogs and twitter that talk about you.
- The most positive and negative users who talk about you.
Top Websites
- The most likely sites for users to reach when searching for information about you.
Alerts
- Receive alerts for changes in sentiment, highly positive or negative posts, new posts by
specific authors and more.

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Copyright Information
Copyright 2010 Buzzient Inc. All the text, graphics, design and other works are the
copyrighted works of Buzzient Inc. All Rights Reserved.
For more information, please contact us.
Buzzient, Inc.
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Cambridge, MA 02142
www.buzzient.com
Tel. 617 475 1514
info@buzzient.com