As I am I am asked to combine a product launch initiatives and a global media campaign, I looked at all the text analytics and tools around me and I realized how passive aggression and sarcasm play such a big role in social media. I think literally at least 20% of postings and responses have one of the two. Then I wonder, can community managers and tools even tell the difference? Given the 'customer service' responses I see, I would say, doesn't seem so. It goes back to the fact that text is left to interpretation and there's great value in companies understanding what the writer is really meaning to say.
Usually we look for positive impact but noting these negative feelings changes the way we manage our communities and more importantly respond. I have not seen how this data can easily be integrated as well. My team and I pull all of this manually and we've gotten to the point that because of interpretation, we should limit the number of hands on it and then analyze the analyst's results. I know Crimson Hexagon was one of the first companies to predict these types of things and note certain sentiments but I'm not quite sure they've reached this level of details.
I find myself on a discovery hunt, as this changes eCRM / customer service through communities. If any of you have additional insight, please message me.
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