Sentiment Analysis: ‘A Powerful Tool to Uncover Trends, But Humans Are Still Needed to Dig Below the Surface’
[L to R: Bradley Honan, SVP, StrategyOne; Suresh Vittal, VP and Principal Analyst, Forrester Research; Greg Radner, Global Head of PR Services, Thomson Reuters; Brad McCormick, EVP and Director of Digital, Porter Novelli; Karla Wachter, SVP, Waggener Edstrom Worldwide]
This post was written by Nancy Lazarus, contributor to PRNewser.
At the Sentiment Analysis Symposium in New York on Tuesday, a panel of PR executives weighed the pros and cons of this complex method of evaluating online and social media content.
The panelists agreed that the value of sentiment analysis is enabling the tracking of a wealth of online conversations. However given its limitations they recommended its use in conjunction with other research techniques.
Bradley Honan of StrategyOne summarized the evolution. “We’ve gone from traditional market research to media monitoring to mining data that helps formulate business and communications strategy.”