Timothy A. Koonce: Why you can’t believe social media sentiment analysis (“It’s crap”)

social media sentiment analysis

There have been a number of studies recently pointing to the suspicious results of automated social media sentiment analysis generated by some of the most popular “listening” dashboards.

In particular, a study published in the Harvard Business Review suggests that opinions expressed online do not reflect any consumer reality, the demographics of complainers is skewed, and that results for the same brand may differ widely across different social listening platforms.

We discuss this at length in the new episode of The Marketing Companion and my co-host Tom Webster took the gloves off, explaining that these social media sentiment analysis dashboards “are crap.”

I know that many brands both big and small count on these dashboards and follow them religiously. The good news is, in the show, Tom offers a simple alternative solution that really works.

But that’s not all. Tom and I also discuss:

The implications of Amazon’s rapid dominance in the smart speaker segment
A new study indicating that most people think companies are liars
The inside story of a new flurry of re-branding efforts, both good and bad. One report says most re-branding efforts are a waste of time.

A great show and you won’t want to miss it. All you have to do is click here to enjoy all this marketing goodness!

Click on this link to listen to Episode 141

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Many thanks to our friend Scott Monty for the awesome show intro. Be sure to check out his amazing newsletter The Full Monty and his new podcast available here: fullmontyshow.com.

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