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Get to the Source of those Negative Tweets

Posted on 9.25.2017

The benefits and use-cases for sentiment analysis have been well documented in the pages (digital and print) of Website Magazine, but the technology just...keeps...evolving.

Chatmeter, for instance, recently announced several new capabilities including the ability for its users to "pinpoint the precise store location of a customer review or social mention to respond in real-time within the dashboard." Here's a rundown of the features according to the company:

• Location-specific conversations in real-time via Geofencing: With Chatmeter’s new heat map based on geo-data from Facebook, Twitter and Instagram brands can hone in on social conversation by store location to address issues before falling behind competitors.

• Instant content publishing and review response: The dashboard now allows multi-location brands to streamline content management by allowing individual stores to respond to reviews and localize, share and schedule pre-approved, on-brand content.

• AI-powered sentiment analysis: Chatmeter Pulse provides acute sentiment analysis of consumer reviews to ensure measurement of customer experience and store locations goes beyond keywords.

From this, we had some questions, and Chatmeter Founder and CEO Collin Holmes had some answers. 

With the geofencing capabilities, do you see a time where digital behavior (i.e., reviews, tweets, etc.) will influence what happens in real-time, in-store? In other words, can a store manager tap a customer on the shoulder knowing they tweeted something negative?

Collin Holmes, Chatmeter Founder & CEO:  “In order for that specific scenario and level of knowledge, consumers would need to willingly open up their information to the public for the business to know which person in their store is tweeting at that time. However, targeted advertising based on a consumer's previous digital actions (i.e. clicking on certain products, websites, etc.) is now becoming the norm and with that, consumers are becoming more open to personal targeting… as long as they’re benefiting from a deal or great coupon!”

What are some best practices for setting the parameters of the geofencing feature?

Holmes
: “We built the geofencing feature to allow the user to have as much control as possible. In terms of best practices, it really depends on how you want to use the feature. For example, if you are launching a campaign in a certain region, you have the ability to cast a 'fence' around that region to filter out and include only the social media that has happened in that specific area. If you are a large franchise and want to launch a promotion around a bigger city like Los Angeles, all you have to do is set a geofence around that area. This can be helpful when using the hashtag metric feature to measure social media mentions within a specific area.
 
What are some use cases for tracking sentiment around certain dates? Can the tool provide comparisons to other date ranges (e.g., pre-product launch versus post-product launch)?

Holmes
: “Tracking sentiment on your social posts, mentions, and hashtags is a powerful way to gain insight into how consumers are perceiving your brand or promotion, and determine the success of your campaigns. Once you can establish a winning or losing campaign, you can then go back and see how people reacted to your promotion of, for example, a new menu item. From there you can see what changes you need to make for future promotions; it’s very actionable. 

This can also be an extremely valuable tool for social media managers who typically struggle to provide true ROI on their social posting efforts. They can now monitor any of their campaigns to determine the success of the promotion straight from the consumer's mouth.”

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