Tag Archives: twitter

Angry Tweeter? Social media is so much more….

Let’s talk social – internet data is abundant and growing every single day.  As marketers, we have got to find a way to take advantage of it.  Social NoiseBut the reality is there is a LOT of information just waiting for us to take advantage of.  With that said there is a heck of a lot of noise in that information and we need to find an effective and efficient way to find the signal through the noise.

As a marketer I always looked at social data as the typical things we think about social information – twitter, facebook, pinterest, Instagram etc… traditional data sourcesMany marketers like myself view social media as about engaging the angry tweeter…..getting to that person who loves/hates my products to address their needs.   This approach is most often used for demand generation or customer service. These traditional data sources are best used for that type of approach – engagement.

Most of the marketers I speak to want to use the traditional data sources for:

  • Metrics – how many followers or likes to I have
  • Engagement – how do I market to the angry tweeter using social

 

While these two items are important and those data sources helpful, they are not the end all be all!  There is a third way we can look to social data and it will expand your ability to TRULY understand your market and audience:

  • Listening – how do I understand broad target segments to develop a communication strategy, develop the right messaging?

It is this THIRD area we are starting to see take off.  Listening is about finding the right data at scale and automatically classifying it to find patterns.

The ability to listen and to hear what people are saying means that marketers can make customer driven decisions leading to increase revenue, decrease cost and mitigate risk.  But if you are going to do TRUE listening to customer sentiment, you are going to have to expand our horizons beyond the traditional data sources and in some cases ignore the traditional data sources as they are often full of junk.

Social Data has moved beyond the realm of  just the traditional channels.traditional plus non traditional  We need to consider information on the internet as a source – this will include the traditional channels – facebook, twitter, pinterest etc….But it will also include things like news stories  – Market Watch, Thomson Reuters, AP etc.  It delves in to the areas of BLOGS – WordPress, WIX, MEDIUM etc…It will also include reviews from forums and review sites…Think about the wealth of information that can be found on the Amazon reviews alone…..And seriously consider REDDIT.  (I was blown away by the richness of the data on REDDIT!! – Follow up blog post on this to come!)

If we have the foresight to expand our thinking about social data to be “All internet information” ….social media can guide your overall marketing strategy, feed your messaging, enable you to identify broad target segments for your campaigns.   To do this we need to think beyond just the typical sources of information to help expand our use case scenarios…..

Trump: Sentimental Tweetist!

I recently saw this blog post which was shared on linked in by Ahmed Sharif from Convergence Consulting Group.  It is really a great tutorial about how to use Python for sentiment analysis.

I found the topic fascinating but as a “mere mortal” (aka Business User) there was no way I was going to be able to open up Python, Tweepy, or any of the other tools in that tutorial.  It is just not in my DNA.  For a data scientist or a technical person, Python is an extremely powerful tool.  What about for the average business person? Say, in marketing, customer service or even product development…..how could they access twitter data or other internet data to understand sentiment?

I used this social media analytics solution which aggregates, structures and classifies ALL of the data for me in one location.  The solution then applies a variety of analytical techniques against this now structured information to provide me recommended topics I should explore, share of voice and most importantly SENTIMENT.  Sentiment is how people feel about a given topic.  Whether you are PRO or ANTI Trump, there was a LOT of sentiment out there and each side is fighting for their share of voice.

So what did I find?   What is being said and how do people feel about it? I found a mix of sentiment.  Screen Shot 2017-10-25 at 3.54.35 PMSome people were extremely positive in their topics about the president while other were extremely negative.  There was even some ambivalence as indicated by the grey dot.  If I were doing some damage control or political campaigns, I could use this information to identify those topics people are most interested in without needing to manually group aggregate and classify the information myself.  This saves a ton of time and highlights topics I had not necessarily even thought about.

Who was talking about the President and more specifically the handle @realdonaldtrump?  I see a mix of genders, split right down the middle.  Screen Shot 2017-10-25 at 4.20.24 PM

Now, this gender data is self reported in Twitter and other internet sources..  I can only see what people are willing to share on their profile which about 60% or so chose to do.  If I were running a marketing campaign this would help me identify who to target.  I can further refine this information to determine the topics each gender is interested in.

This is just a bit of a taste of what you can do with social media analytics.  And here is the key:  I was able to do this analysis in 5 minutes without writing a single line of code!