SM2 has always had a sentiment analysis tool designed to help users track positive/negative opinion on brands across conversations in social media. This week we took the sentiment analysis to an entirely new level by adding tools that measure tone and emotion.
Tone measures the overall tone of a social media conversation on a scale from very positive to somewhat positive to neutral to somewhat negative to very negative. With this tool you can now view results sorted by these criteria and combine them with other metrics like Popularity. If you are doing reputation management, for example, you might want to focus on high Popularity sources that are very negative for your initial engagement efforts.
Emotional Tone is a different kind of look. We offer the ability to view results that show strong emotional and even physical responses:
The emotive states we cover include:
Anger, Sadness, Social, Family, Friend, Anxiety, Bio, Body, Sexual, Ingest, Achieve, Home, Money, Religious, Death and Leisure-related. For example, Ingest-related would include references to eating, drinking, dieting, etc. The chart above is from a search on Obama’s Renew America campaign done with the AD Council so it accurately has emphasis on Social and Achieve-related emotional tone. The initiative is a volunteer service so those talking about it in social media are generally very positive and interested in the social and achievement aspects of the campaign.
As we continue to add additional features we’re always interested in feedback, ideas and examples of how you are using SM2 and what would be useful to you. Just shoot a note to support at techrigy dot com.