{"id":13864,"date":"2024-04-11T07:42:00","date_gmt":"2024-04-11T12:42:00","guid":{"rendered":"https:\/\/theamericangenius.com\/housing\/?p=13864"},"modified":"2024-04-11T10:04:50","modified_gmt":"2024-04-11T15:04:50","slug":"sentiment-analysis-has-become-unreliable-but-you-can-get-around-that","status":"publish","type":"post","link":"https:\/\/theamericangenius.com\/housing\/real-estate-marketing\/sentiment-analysis-has-become-unreliable-but-you-can-get-around-that\/","title":{"rendered":"How to get around the unreliable nature of sentiment analysis"},"content":{"rendered":"

Turns out it isn\u2019t just the average Joe who should be worried about misleading information online. Brands should be equally concerned about the accuracy of consumer perception. The basics of sentiment analysis are as old as the pandora\u2019s box of asking for someone\u2019s opinion. However, a study by the Harvard Business Review<\/a> has shown that online vs. offline consumer reactions should be treated differently.<\/p>\n

Sentiment analysis is the computational process of categorizing a person\u2019s attitude towards a product, brand, topic, or campaign as \u201cpositive\u201d, \u201cnegative\u201d, or \u201cneutral\u201d by digesting their linguistic patterns in their posts and comments.<\/p>\n

It\u2019s essentially the uphill battle of turning subjective feelings into actionable or useful data. The problem is finding accurate trends when 60 percent of sentiment analysis studies yield overall \u201cneutral\u201d attitudes<\/a>. Not all that helpful\u2026<\/p>\n

Essentially, online reactions are rooted in extremes<\/strong>. We all have been or have that friend who posts about finding \u201cthis amazing product\/brand\u201d and must let all passing scrollers know about this new obsession.<\/p>\n

Alternatively, some try to perform a civic duty by warning others about a poor experience to save their social media friends from the same grief. Whatever said in that comment or post is likely filled with intense emotion, equivalent to someone running out into the road to yell their feelings to anyone who\u2019ll listen.<\/p>\n

Secondly, the spectrum of consumer reactions can be too wide<\/strong>. With the rise of fake accounts and bots, accepting feedback wholesale can lead to too much noise or misleading sentiments. Specificity is key, especially when A.I. and algorithms still have trouble recognizing irony, hyperbole, and humor. (Memes, anyone?) Feedback can be more accurate by targeting phrases such as \u201cwill buy\u201d or \u201cwon\u2019t buy\u201d. For bigger brands, random, sentiment sampling can also help narrow the focus.<\/p>\n

Finally, the sentiment analysis tools should var<\/a>y. There are a growing number of resources with Hootsuite Insight, Rapidminer, and Social Mention just to name a few. Different tools can help create a better picture of consumer reactions<\/strong> \u2014 just follow the trail of hashtags!<\/p>\n

The minefield of online interaction hasn\u2019t gotten any safer despite a public awareness for fake news. Context is still a tricky thing. But subjectivity still makes the world go ’round (in my opinion), and we can see the value in feedback even though it may require playing with fire.<\/p>\n","protected":false},"excerpt":{"rendered":"

Sentiment analysis is a standard marketing practice, but studies reveal the data is increasingly unreliable – here’s how to combat the trend.<\/p>\n","protected":false},"author":337710,"featured_media":9927,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"wds_primary_category":0,"footnotes":"","jetpack_post_was_ever_published":false,"_links_to":"","_links_to_target":""},"categories":[95],"tags":[194,1234,1790],"class_list":["post-13864","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-real-estate-marketing","tag-marketing","tag-real-estate-news","tag-sentiment-analysis"],"jetpack_featured_media_url":"https:\/\/theamericangenius.com\/housing\/wp-content\/uploads\/sites\/2\/2016\/12\/real-estate-agent-work-man.jpg","jetpack_sharing_enabled":true,"amp_enabled":true,"_links":{"self":[{"href":"https:\/\/theamericangenius.com\/housing\/wp-json\/wp\/v2\/posts\/13864","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/theamericangenius.com\/housing\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/theamericangenius.com\/housing\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/theamericangenius.com\/housing\/wp-json\/wp\/v2\/users\/337710"}],"replies":[{"embeddable":true,"href":"https:\/\/theamericangenius.com\/housing\/wp-json\/wp\/v2\/comments?post=13864"}],"version-history":[{"count":5,"href":"https:\/\/theamericangenius.com\/housing\/wp-json\/wp\/v2\/posts\/13864\/revisions"}],"predecessor-version":[{"id":20609,"href":"https:\/\/theamericangenius.com\/housing\/wp-json\/wp\/v2\/posts\/13864\/revisions\/20609"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/theamericangenius.com\/housing\/wp-json\/wp\/v2\/media\/9927"}],"wp:attachment":[{"href":"https:\/\/theamericangenius.com\/housing\/wp-json\/wp\/v2\/media?parent=13864"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/theamericangenius.com\/housing\/wp-json\/wp\/v2\/categories?post=13864"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/theamericangenius.com\/housing\/wp-json\/wp\/v2\/tags?post=13864"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}