There have been a number of studies recently pointing to the suspicious results of automated social media sentiment analysis generated by some of the most popular “listening” dashboards.
In particular, a study published in the Harvard Business Review suggests that opinions expressed online do not reflect any consumer reality, the demographics of complainers is skewed, and that results for the same brand may differ widely across different social listening platforms.
We discuss this at length in the new episode of The Marketing Companion and my co-host Tom Webster took the gloves off, explaining that these social media sentiment analysis dashboards “are crap.”
I know that many brands both big and small count on these dashboards and follow them religiously. The good news is, in the show, Tom offers a simple alternative solution that really works.
But that’s not all. Tom and I also discuss:
- The implications of Amazon’s rapid dominance in the smart speaker segment
- A new study indicating that most people think companies are liars
- The inside story of a new flurry of re-branding efforts, both good and bad. One report says most re-branding efforts are a waste of time.
A great show and you won’t want to miss it. All you have to do is click here to enjoy all this marketing goodness!
Click on this link to listen to Episode 144
Other ways to enjoy our podcast
- Click here to download the latest episode or subscribe in iTunes
- Listen to us on iHeart Radio
- Find us on Google Play
- Find the podcast on Stitcher
- Complete Marketing Companion Episode Guide
Please support our extraordinary sponsors. Our content is free because of their generosity.
Many thanks to our friend Scott Monty for the awesome show intro. Be sure to check out his amazing newsletter The Full Monty and his new podcast available here: fullmontyshow.com.
RSM Marketing provides your much-needed outsourced marketing department. Why struggle with turnover and staffing when RSM clients receive a marketing director and all the resources they need under a flat fee monthly subscription. RSM employs dozens of specialists and experienced marketing directors to assist companies ranging from startups to market leaders with thousands of employees. Companies across the country from all categories are choosing this model to overcome marketing complexity and outpace their competition. The typical outsourcing client uses 11 RSM subject matter specialists but pays less than the cost of one FTE. RSM’s mission is to achieve breakthrough for clients. RSM has been named twice to the INC 5000 list. Visit RSM for special Marketing Companion offers.
Using the largest set of loyalty, point-of-sale and consumer panel data, combined with real-time predictive analytics and the IRI Liquid Data®technology platform, the IRI Media Center of Excellence helps CPG manufacturers, retailers and their agencies be more efficient and effective with their media dollars. IRI’s Media solutions target the consumers most likely to buy using actual purchase behavior, measure and optimize campaigns mid-flight, and provide a deeper understanding of cross-channel synergies post-campaign. This combination of highly comprehensive data sets, advanced analytics and robust technology offers clients 3-4 times sales uplift and up to 70% improvement on return on advertising spend. For more information, visit https://www.iriworldwide.com/en-US/DigitalMediaStrategies.
SoloSegment’s Site Search Inspector illuminates a huge blind spot for marketing teams and helps them unlock the revenue trapped there. If you’re like 85% of companies, you have no idea what’s going on in your site’s search engine. You either don’t have measurements or you ignore what you have. Up to 30% of your visitors search and they could be your best customers. Site Search Inspector targets the site search customer experience with a set of proprietary measures designed to improve success. They’re so convinced you’re going to improve your success rates, they’ve tripled the free trial period to 45-days and they’re offering 10% off an annual subscription. You can find this special offer on solosegment.com/companion