I just read a good article from threeminds called There’s No Silver Bullet For The Big, Bad Social Media Measurement Wolf. One of the interesting messages in the article stated that:
“If marketers’ business objective is to influence brand perception, then conversation sentiment – rather than conversation volume – is what should be monitored and measured.”
I agree that sentiment is one of the more valuable metrics to monitor when measuring success. However, it’s easier said than done. The article goes on to state that, “a listening platform with sentiment analysis would be an important tool in a marketer’s social media tool belt.” My response, after trying several of these tools out, is that they’re highly inaccurate and should not be strongly relied upon…at least not yet. Radian6’s sentiment analysis is fairly new (even in social media years). They say that as more people use the tool and correct for inaccurate analyses, the better the tool will become. Ok, I believe that.
The problem with these tools, though, is that they misread sarcasm. Imagine the auto-sentiment ranking on the following: “Pages are taking 10 minutes to load today. Thanks a lot [insert name of internet provider]!”
To make up for this, there is (with most tools) the option to manually set sentiment. FiltrBox is one example of a tool that allows you to manually set sentiment as negative, neutral or positive. This can work if you are monitoring a brand that brings in a low volume of posts. If that’s the case, then absolutely measure sentiment rather than volume.
However, if you have volume, it becomes very difficult to manually set sentiment because the posts are coming in as quickly as you can read them. For this reason, I disagree that sentiment should be measured rather than volume. Measure sentiment in the ways that you can. Take volume with a grain of salt. Understand that both play a role in your ROI and are important metrics.
The article goes on to make a good point that “the number of fans is important but only when coupled with the measurable influence of those advocates.” Yes.
What I’m getting at is that there are a lot of important metrics to measure.
What are the most important metrics to measure for YOUR business and why? What do you currently measure? What do you want to learn how to do a better job of measuring?
No related posts.