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The Qualitative Side of Social Media
1. The Qualitative Side of Social Media Measuring the Seemingly Un-measurable Prepared By: Josh Lakien Prepared For: MKTG 6226 – Social Media for Marketing & Management
2. Brand Passion Index Intensity of consumer passion for brands in social media (monthly results on blog) Reads online conversations and extracts the meaning from them Example – Memorial Day in the US “Need to dig deeper than sentiment and into insights like opinions and emotion” - Allen Bonde, ManagingDirector at Evoke CRM Partners
3. Memorial Day Size = sentiment and chatter Placement = Intensity of passion Source: http://www.marketwire.com/press-release/NetBase-Introduces-Brand-Passion-Index-1266424.htm
4. Memorial Day Source: http://www.marketwire.com/press-release/NetBase-Introduces-Brand-Passion-Index-1266424.htm
5. Natural Language Processing (NLP) Field of computer science and linguistics concerned with the interactions between computers and human languages Create computer programs that “understand” human conversations and can analyze those conversations to understand the needs of their human users. Sentiment Analysis area of NLP that uses computers to determine the attitude of the writer on a particular topic
6. Challenges Moods People’s moods = social media commentary moods Twitter Mood Study “Pulse of the Nation” U.S. Mood throughout the Day Inferred from Twitter” 300 MM Tweets between 2006 & 2009 Sunday had highest mood – Thursday had lowest mood Sentiment “If you are reading this because it is your darling fragrance, please wear it at home exclusively, and tape the windows shut.” - review by Luca Turin and Tania Sanchez of the Givenchy perfume Amarige, in Perfumes: The Guide, Viking 2008. Emotion – well over 100 emotions possible