{"id":27634,"date":"2016-04-28T14:20:24","date_gmt":"2016-04-28T12:20:24","guid":{"rendered":"https:\/\/www.artera.net\/it\/blog\/?p=27634"},"modified":"2023-02-27T14:17:08","modified_gmt":"2023-02-27T14:17:08","slug":"sentiment-analysis","status":"publish","type":"post","link":"https:\/\/www.artera.net\/it\/marketing\/sentiment-analysis\/","title":{"rendered":"Sentiment Analysis: misurare i sentimenti nei social media"},"content":{"rendered":"

Se il web \u00e8 misurabile e gli utenti interagiscono con un post spinti da un’emozione, \u00e8 possibile applicare la sentiment analysis<\/strong>? Ogni azione fatta online \u00e8 misurabile<\/a>, ma sabbiamo bene che il web vive di passione emozioni, coinvolgimento dell\u2019utente che solo se sente nascere un sentimento e vibrare un\u2019emozione agisce e interagisce col nostro post. Ma \u00e8 possibile misurare un sentimento<\/strong>? E\u00a0come si fa?<\/p>\n

Oggi esistono molti tool che propongono una sorta di Sentiment Analysis: in ognuno di questi strumenti che cercano di estrapolare dati dai sentimenti<\/strong> spesso troviamo soluzioni buone, ma mai complete. In molti\u00a0casi l\u2019algoritmo del software calcola quante parole positive, negative o neutre sono usate nel post e in base a questa misurazione viene definito uno standard. <\/p>\n

Siamo spesso in situazioni in cui \u00e8 difficile misurare la profondit\u00e0 delle interazioni<\/strong> che solo l\u2019interazione reale, quindi la reazione vera degli utenti con commenti e condivisioni riesce a darmi.<\/p>\n

Sentiment Analysis fai da te<\/em><\/h2>\n

Con molta semplicit\u00e0 per verificare se un post \u00e8 andato pi\u00f9 o meno bene e se ha provocato reazioni, da sempre assegno 1\u00a0punto per ogni like, 2\u00a0per il commento, 3 per la condivisione, 4 condivisione con commento<\/strong>. Non \u00e8 certo un metodo assoluto e non sostituisce i software di analytics che anche io ovviamente uso. Qui per\u00f2 stiamo parlando di sentiment analysis e, sinceramente,\u00a0credo che nulla potrebbe sostituirsi a una persona per percepire emozioni e empatia.<\/p>\n

Ponendo pi\u00f9 attenzione al contenuto dei commenti, al modo di interagire e senza inventarci nulla di fantasmagorico potremmo ricevere risposte concrete sul tipo di pianificazione social che dovremo\u00a0utilizzare sui nostri account. Ecco dove sta il fai da te<\/em>.<\/p>\n

Ecco allora alcune domande che potremmo porci e che nessun software specifico potrebbe mai restituirci come analisi.<\/p>\n

    \n
  1. Cosa inserire nel social media planning?<\/strong>
    \nNon aspettare il tool di analytics, verifica tu stesso e vai a leggere il tone of voice<\/em> dei commenti (se ce ne sono stati). Gi\u00e0 in questo modo sai distinguere post pi\u00f9 o meno coinvolgenti.<\/li>\n
  2. Esistono persone che hanno interagito con pi\u00f9 o meno coinvolgimento?<\/strong>
    \nHai pubblicato un post o hai fatto una campagna che ha suscitato reazioni: quali? Hanno reagito tutti con lo stesso livello di partecipazione? \u00c8 stata utile la discussione al brand?<\/li>\n
  3. Dalle conversazioni nascono le storie pi\u00f9 belle: ti salvi e osservi il sentimento che nasce nei commenti per trasformarlo in business?<\/strong>
    \nUn esempio su tutti? Ultimamente Plasmon ha tolto l\u2019olio di palma dai propri biscotti e lo ha fatto pubblicando un video in cui raccontava di aver ascoltato i tanti commenti delle mamme affezionate al prodotto e al brand ma che chiedevano un miglioramento. Plasmon ha ascoltato il sentimento e questo ha permesso di rendere solido e unico e fedele il rapporto con i propri clienti. Essere sensibili al sentimento significa migliorare.<\/li>\n
  4. Com’\u00e8 il sentiment sulla concorrenza?<\/strong>
    \nMai pensato che \u00e8 possibile lavorare di strategia secondo la percezione che i clienti hanno anche di nostri competitor? Non per metterli in cattiva luce, ma per differenziare la nostra proposta!<\/li>\n<\/ol>\n

    La Sentiment Analysis \u00e8 importante, ma non scientifica<\/h2>\n

    Oggi le organizzazioni chiedono kit, strumenti e dati certi che permettano di guidare il processo decisionale strategico degli utenti. Nel frattempo il nostro ecosistema di social media cresce e si evolve nel tempo: \u00e8 una relazione in costante sviluppo, \u00e8 liquida. Ecco, io direi che una giusta riflessione finale sulla Sentiment Analysis sia questa: \u00e8 certamente una misurazione utile, ma non assoluta o applicabile al 100%<\/strong> attraverso tool perch\u00e9 legata (grazie a Dio) a qualcosa di intangibile e soggetto a tantissimi fattori, i sentimenti e le emozioni.<\/p>\n

    Ecco perch\u00e9 \u00e8 fondamentale la selezione di un ottimo Social Media Manager<\/strong> o un Community Manager<\/strong> che sia dotato di grande empatia: il web, i social non sono strumenti, ma ambienti in cui le persone parlano con le persone, chi pensa di usarli in modo meccanico sbaglia, ma saranno i risultati scarsi a parlare.<\/p>\n","protected":false},"excerpt":{"rendered":"

    Se il web \u00e8 misurabile e gli utenti interagiscono con un post spinti da un’emozione, \u00e8 possibile applicare la sentiment analysis<\/strong>? Ogni azione fatta online \u00e8 misurabile, ma sabbiamo bene che il web vive di passione emozioni, coinvolgimento dell\u2019utente…<\/p>\n","protected":false},"author":4,"featured_media":27884,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_eb_attr":"","footnotes":""},"categories":[300],"tags":[205,221,35,216],"class_list":["post-27634","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-comunicazione","tag-fidelizzazione","tag-social","tag-web-analysis"],"yoast_head":"\nSentiment Analysis sui Social - blog.artera.net<\/title>\n<meta name=\"description\" content=\"Se il web \u00e8 misurabile e gli utenti interagiscono con un post spinti da un'emozione, \u00e8 possibile applicare la Sentiment Analysis?\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.artera.net\/it\/marketing\/sentiment-analysis\/\" \/>\n<meta property=\"og:locale\" content=\"it_IT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Sentiment Analysis sui Social - 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