Posted May 29, 2012 by RhoBeta in Analytics

“Social Sentiment Index” from IBM: Understanding your sentiments


The IBM Social Sentiment Index uses advanced analytics and natural language processing technologies to analyze large volumes of social media data in order to assess public opinions. The Index can identify and measure positive, negative and neutral sentiments shared in public forums such as Twitter, blogs, message boards and other social media, and provide quick insights into consumer conversations about issues, products and services. Representing a new form of market research, social sentiment analyses offer organizations new insights that can help them better understand and respond to consumer trends. Through an analysis of social media sentiment IBM found a significant increase in the number of people talking about travel and spending.The officials of IBM said “When analytics are applied to social media conversations, it identifies more than what people are talking about. This is valuable insight into people’s preferences and attitudes about a product or a service and helps us understand why people do what they do”.

According to recent reports the Index also shows a large increase in social chatter about flying, with mentions jumping 65 percent compared to last year, while references to driving increased 13 percent.   Surprisingly, sentiment on the topic of gas prices, which have only recently gone down from their highest prices of the year, is considerably more positive than last year. The wealth of online content around travel — from traveler review sites to public conversations on Twitter and Facebook — has become very influential in how people determine their travel plans. Understanding the positive, neutral and negative nuances of their conversations and who is influential can help airlines, hoteliers and other travel service providers better market products and services to their customers, strengthen brand loyalty and respond in real-time.


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