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and who reach many others.
by people who frequently share their opinion about the brand/product...
Focus on buzz with a distinctive enthusiastic sentiment...
5 social media analyzers
• Superpromoter and antipromoter
• Event
• Campaign
• Theme
• Brand/product
• Superpromoter and antipromoter: NBTC
• Event: vval, wtt, wwvd, smc
• Campaign: jps purple
• Theme: artificial sweeteners, navy
• Brand/product: interpolis, rabobank, AH, ITN
First Learnings• Social media do not follow organisation structure
• New quantitative data: from 0/1 to abc...
• Lots of noise. Bots, random hits
• Sentiment analysis is (difficult) a man's job (not a computer task)
• What is your goal? listen and learn, webcare, lead generation? Every purpose requires different approach.