text analytics for social media customer insights

Are We There Yet? Where Technological Innovation is Leading Research Proceedings of the Association for Survey Computing, Volume 7. Edited by T. Macer et al. Compilation © 2016 Association for Survey Computing

Proceedings of the Association for Survey Computing, Volume 7 1

Text Analytics for Social Media Customer Insights Michalis A. Michael

Abstract

This paper is about using natural language processing methods to analyse terabytes of unstructured data from social media and other online sources. Specifically, the use of machine learning algorithms and computational linguistic methods will be illustrated using a case study with real data from a Social Media Listening report.

Keywords

social media analytics, text analytics, sentiment analysis, customer insights, big data, machine learning, emotion detection, social listening, social media monitoring, social media listening, web listening, social analytics, social insights

1. Introduction

A simple definition for “Text analytics” according to Techopedia is: “a general practice of applying algorithms or programs to text in order to analyse that text.” (Techopedia.com, 2016) The Gartner IT glossary has a more elaborate definition:

“Text analytics is the process of deriving information from text sources. It is used for several purposes, such as: summarization (trying to find the key content across a larger body of information or a single document), sentiment analysis (what is the nature of commentary on an issue), explicative (what is driving that commentary), investigative (what are the particular cases of a specific issue) and classification (what subject or what key content pieces does the text talk about).” (Gartner IT Glossary, 2012)

DigitalMR has its own (narrow) definition of text analytics for the market research use case: it is “the discipline to analyse unstructured data using Machine Learning and computational linguistic methods in order to extract valuable customer insights”. This analysis of unstructured data can add a lot of value to the customer insights function in an organisation, especially when integrated with customer and other stakeholder survey and behavioural data.

This paper is about applying the text analytics discipline to analyse social media posts and understand what stakeholders of organisations want and need so that they can meet their expectations. Not only that, but it also outlines the correct set-up process for a social listening project, essentially how to ensure you will get high sentiment and semantic accuracy results, and introduces the usefulness of metrics unique to DigitalMR such as the Net Sentiment Score. For short we will refer to text analytics for social media insights or web content analysis as ‘social insights’, ‘social analytics’ or ‘social listening’ depending on the context.

Michalis A. Michael

2 Are We There Yet? Where Technological Innovation is Leading Research

2. Review of Current Practices – Text Analytics and Web Content Analysis Use Cases

Text analytics can be applied to multiple sources of text in order to extract customer/stakeholder insights for organisations. There are many use cases that could be mentioned here. Below you will find an outline of 5 of them:

Web Content Analysis Harvesting public posts from social media and any public website where people post their views in an unsolicited way.

Open Ended Survey Questions Automating the process of coding open ended responses, by using text analytics.

Call Centre Customer Conversations

Turning telephone conversations between customers and Call Centres into text, and analysing it using text analytics.

Online Community Discussions Using text analytics for responses to bulletin boards or chat groups, or informal conversations on the wall etc.

News Crawling the web and harvesting news articles to be analysed for topics and sentiment using text analytics

Unlike other data collection methods for market research, social listening is not just about the market research function. Uncovering unique actionable insights is the reason why social listening is relevant to market research, however, there are many more use cases for various departments within an organisation.

Here is an outline of 8 use cases with the first one (customer insights) also being applied across all the other 7:

Customer Insights Using unsolicited posts enables you to reach insights that would not be obtainable by asking questions.

Advertising Positive customer testimonials can be used to support advertising.

Public Relations Publish relevant content that will appeal to your customers by discovering what they are already talking about.

Customer Service Respond to complaints and rectify the situation, keeping your customers happy.

Operations Receive feedback about your organisation that will allow you to act in time and deal with any issues.

New Product Development Customers can provide useful facts when it comes to what they like or do not like, informing new product development.

Board of Directors Board executives can better evaluate and manage corporate reputation.

Risk Management Respond to and deal with crises before they damage your reputation.

In order for any and all the above use cases to be valid and useful for an organisation, it is an absolute pre-condition that the sentiment and semantic (topics) precision of the social listening solution used, is

Text Analytics for Social Media Customer Insights

Are We There Yet? Where Technological Innovation is Leading Research 3

the highest it can be. As an example, if a social media monitoring tool feeds negative sentiment posts about a brand to its customer service team with only 50% precision, this means that the team will have to sift through all the posts to actually find the ones they should really respond to. This can be frustrating for the team, and it also means that the organisation will have to spend more time and resources in order to deal with customer service on Twitter or other social media platforms.

Over 80% sentiment and topic precision is what is achievable thus organisations do not and should not have to settle for less these days. (Michalis Michael DigitalMR Blog 2015)

3. Issues with Current Practices

It is important for insights experts to be able to connect the dots between listening, asking questions,

and tracking behaviour. In order to do that, an insights expert needs to trust that the thousands of posts

analysed are actually about the brands and product category of interest. This brings us to the first of 3

issues to pay attention to when using social listening for market research purposes.

Noise Elimination

The set of keywords that is used to collect posts from social media and other public websites is called

a ‘harvest query’. This harvest query can be as simple as one word or as complex as multiple pages of

Boolean logic. The problem with harvesting only the relevant posts is that we need to also know all of

the irrelevant homonyms of our keywords; which we never do. A homonym is a word spelled the same

as our keywords for harvesting but with a different meaning. Thus, an iterative process is required,

involving humans who can improve the harvest query as they find new irrelevant words that they did

not think of during the previous iteration. The most common example we use to make this clear is this:

when we want to harvest posts about ‘Apple’ - the computers brand, we know upfront that there will

be posts about ‘apple’ the fruit, so we create a harvest query that excludes posts about the fruit; but

what about Gwyneth Paltrow’s daughter named Apple that everybody talks about on Twitter?

Sentiment and Emotion Accuracy

There are quite a few ways to annotate posts with sentiment, ranging from manual to using linguistic or statistical methods of NLP (Natural Language Processing). There are pros and cons for each method, especially when we are looking at a data set with 10,000 posts or fewer that will be used for a one-off report. For any continuous reporting or even a one-off report with over 20,000 posts, using humans as opposed to machines is both expensive and slow. The proper metrics for accuracy are: Precision & Recall. F-score is a composite metric of precision and recall and it is often used as the overall accuracy metric in big data analytics. For social insights purposes we find precision to be the most appropriate accuracy metric. Most social media monitoring tools can barely achieve a sentiment precision of 60%; as a matter of fact in all cases when we were asked to check, their accuracy ranged between 44-53%. Anything over 70% sentiment precision could be acceptable at the beginning of a

Michalis A. Michael


tracking project for market research, but then it should climb to over 80% within a short period of time.

The same applies to detecting specific emotions as opposed to just the 3 sentiment classes: positive, negative, and neutral. Having said that, the more the classes that need to be classified by the machine learning algorithms, the more difficult it is to achieve high precision. It is important to remember that random or the proverbial “flip of a coin” situations depend on the number of classes. In the case of the 3 class sentiment classification, random is 33.33% agreement between a human and the annotations of the model. In the case of classifying 8 specific emotions, random is 12.5%. In such a case a precision of 50% is 4 times better than random albeit only half of the posts annotated with Emotion X will actually be Emotion X.

DigitalMR has completed an R&D project about emotion detection in social media posts in May 2016. The Plutchik model, that describes 32 emotions out of which 8 are considered basic ones, was used for this project. The final model (which was the result of the R&D project) has 7 pairs of opposite emotions i.e. a total of 14 emotions. Two early studies, one in English and one in Spanish, have shown that some emotions are rarely evoked and expressed in social media posts, and thus were grouped as ‘other positive’ and ‘other negative’.

Figure 1. Emotions Reporting Example

Semantic Accuracy

When we say semantic analysis in this context we mean analysing the topics of online conversation around the subject of interest. Similarly to sentiment accuracy, precision & recall are the appropriate



metrics to measure semantic accuracy. If a hierarchical taxonomy3 is used to report on topics for market research purposes, over 85% semantic precision for hierarchy 1 topics is achievable. You will have noticed that even though we mention “recall” as one of the accuracy measures, in this big data analytics space we have not used it to describe what is appropriate for market research purposes. Recall for semantic analysis is about how many of the posts that actually exist in a data set on a certain topic, were identified as such. In the world of big data where we deal with millions of posts, in order to be cost efficient, it is in our interest to only look at keywords that are mentioned multiple times. If a keyword is only mentioned a couple of times in a data set of millions, we will be entering in “diminishing returns territory” if we attempt to annotate posts with it. It is however possible to maximise recall and it should be the end-client’s decision if they want to spend their money and time in this way. (Michalis Michael ESOMAR RWC Article 2016)

4. The Alternative Offered in this Paper

The main difference between the plethora of DIY social media monitoring tools on the market – by companies like Brandwatch, Sysomos, Meltwater Buzz, Synthesio amongst others - and a solution that can be appropriate for social insights, is the set-up process that should address the 3 problems described in the previous section.

This set-up process has to be context specific and it currently takes up to 4 weeks to complete. The good news is that if the set-up is done properly then millions of posts can be annotated accurately for sentiment/emotions and topics in a fully automated way from then on.

Here are the steps of a process that is appropriate for accurate social insights:

1. Initial Harvest Query This is a selection of keywords – usually brands – that define the subject to be monitored and analysed.

2. Harvesting posts Using crawlers, APIs and RSS feeds posts are scraped from the web and brought to dedicated servers for the “cleaning” and analytics to begin

3. Noise Elimination Iterations Involves the improvement of a Boolean logic query over multiple iterations and possibly machine learning, to clean spam

4. Building a Taxonomy and Sentiment Model Native speakers of the language(s) involved annotate posts for sentiment and populate a hierarchical taxonomy with the help of experts

5. Processing data and annotating posts with sentiment or emotions and topics Distributed processing is used to process big data and annotating each and every post as far as possible

6. Testing Precision Humans – usually the client or a 3rd party – extract a random sample of posts in order to establish the % of agreement with the algorithmic annotations

7. Visualising the data for insight extraction and other action Annotated posts can be used to generate tabulations which insight experts can in turn use to

Michalis A. Michael


produce charts for PowerPoint presentations. The most common way of data visualisation is on online dashboards. Drill-down and query dashboards can be used for further data analysis.

Once set up, this process is repeatable from step 5 to 7 and can produce data visualisation in any cycle up to quasi real time. Monthly reporting seems to be the most popular cycle for market research clients currently, since their surveys and other tracking data are usually reported on a monthly cycle as well.

The case study outlined in this section can help put the theory described up to this point in context. This case study had to be de-branded for confidentiality purposes. It was also not done in the English language originally, but the posts have been translated for the purposes of this paper. This is an example of integration of a tracking survey with social listening. The study covers a period of 6 months.

The client is in the telecommunications industry and they have been tracking their Net Promoter Score (NPS4) against competitors using a monthly survey. The objective of this study was to discover if there is any correlation between the NPS and the Net Sentiment Score® (NSS®) a metric developed and trademarked by DigitalMR to reflect the overall sentiment towards a brand based on online posts.

Figure 2. Survey data for NPS

Figure 3. Social listening data for NSS® (source: DigitalMR)

In the chart below the red line is the monthly NPS score of Brand A. If we compare this line with the purple line, which is the monthly NSS® score for the same brand, we can observe that there is indeed



correlation in this case. However, what is much more interesting is to observe the green line, which represents the weekly NSS® of Brand A. The spike between September and October could have predicted the NPS increase in October, in retrospect it explains it a lot better than the survey results alone could. What is even more powerful is that based on the drill-down functionality available through the listening2475 platform, we can discover exactly which topics were dominating the chatter during that week, and we can drill down further to read the individual posts.

Figure 4. Comparison of NPS vs, NSS® for Brand A

The following chart ranks the Brands by NSS within the top 5 most popular topics for the whole period of 6 months. We can see that Brand A ranks from 4th to 6th in any given topic.

Figure 5. Brand Ranking by NSS® within each topic

Targeted qualitative analysis can be done for each brand. This means that by setting-up the tools to process thousands or millions of online posts we can provide structure to unstructured data and carry out quantitative analysis - initially. With the help of the hierarchical taxonomy and the high accuracy sentiment model we can then navigate the big data sets and get to interesting and manageable chunks

Michalis A. Michael


of posts that we can read and analyse using qualitative research methods. In the example below we have drilled down to all the posts about Brand A, within the hierarchy 1 topic of ‘Customer Care’ and we are comparing selected positive (green frames) and negative (red frames) posts. The grey frame indicates a neutral sentiment. In this case the specific post shown below in the grey frame could also be considered negative since the poster refers to a problem.

Figure 6. Examples of Positive and Negative posts about Brand A

Ambiguity is the main reason why 100% sentiment accuracy is not possible. Humans do not agree among themselves 10-30% of the times, based on studies DigitalMR has conducted. In such a case we cannot expect an algorithm to agree with every human that is testing the precision of a processed and annotated data set.

The conclusion of this study was that NPS can in some case be predicted by the NSS which can be as granular as daily or even hourly. In general the NPS can be explained by drilling down in the social media posts by sentiment and topic in order to find specific issues that drive dissatisfaction, which is a problem in this example where all the benchmarked players have a negative net sentiment score. Next steps were to carry out the most specific emotion analysis in order to link issues with emptions and gauge the correlation to how amplified social media crises can be.

The best way for a client to know what the sentiment precision (or semantic precision for that matter) is, is to draw a random sample of annotated posts from the processed data-set and have 1-3 humans read through them and record with how many post annotations they actually agree. The level of agreement of individual accuracy testers will differ because of ambiguous posts. The aim is to reach sentiment precision over 80% in any language.

In Appendix B you will find examples of posts from a precision test carried out by humans.

5. Conclusion & Suggestions for Further Research

The paper outlined multiple use cases of social listening and focused on social insights describing a set-up process that can lead to clean data, with sentiment and semantic precision over 80%. It has been proven in section 7 that high precision was achieved and the case study has made it hopefully obvious that high sentiment and semantic accuracy are a pre-condition if an organisation wants to use text



analytics to extract customer insights from social media/online posts. We should not forget noise elimination which comes as a step before the taxonomy and the sentiment model in order to avoid the classic situation of “garbage in – garbage out”.

The use of machine learning and deep learning in social analytics still has a lot of unexplored potential. Emotion detection with acceptable accuracy is a problem DigitalMR has very recently solved, however image theme detection is still an unresolved problem. Its solution will bring a new revolution (as opposed to evolution) in the area of social listening and social analytics.

A study has shown that 77% of all references to soft drinks brands on Twitter (Shea Bennett Adweek blog 2013) were not textual. This means that for some categories when harvesting based on keywords, we are missing a big part of those tweets; because the brand reference is only in an image. Some tweets with images have text and some don’t. Some include the text in the image as a caption, in which case it is not recognised as text when harvesting. Sometimes the sentiment expressed in the text of a tweet may be understood differently if the included image is taken into consideration as opposed to being ignored (current practice).

This is why discovering a way to include images when harvesting and having the ability to understand the scene/theme and possibly sentiment will improve social insights dramatically.

A feasibility study completed by DigitalMR in August 2015 has shown that a semi supervised approach to identifying Adjective-Noun-Pairs in an image does not deliver a commercially viable precision. This led to the conclusion that convolutional neural networks or otherwise known as deep learning may be a better approach to solve this problem. Facial and object recognition in images are solved problems but theme recognition is not. DigitalMR has started a dedicated R&D project in January 2016 in order to solve the problem of automated detection of themes in images from social media.

Appendix A – Glossary

1 KPIs: Key performance Indicators 2 MROCs: Market research online communities 3 Hierarchical Taxonomy: a dictionary with multiple levels/hierarchies that describes a product category with the words people use in their social media posts 4 NPS: Net Promoter Score is loyalty metric which is calculated based on brand recommendation question as follows: % of promoters (9,10 score) of a brand minus the % of detractors (0-6 score) 5 NSS: Net sentiment score is a DigitalMR trademarked metric that similarly to the NPS ranges from -100% to +100% and it is essentially the % of positive posts minus the % of negative posts

Appendix B – Detailed Use Cases for Text Analytics in General and Web Content Analysis Specifically

Text Analytics

This use case is about harvesting unsolicited posts from the web, not only from the known social media sites such as Twitter, Facebook, Instagram etc., but also from review sites, ecommerce sites, discussion fora, blogs, and any other public website where people post their views in an unsolicited way. As mentioned in the introduction this is the use case this paper focuses on.

Michalis A. Michael


Open Ended Survey Questions

The most common way to code answers to open ended questions in surveys is to use human coders they go through each and every answer and annotate it with a relevant code, based on a code frame. In the case of a one-off survey with 1,000 respondents which includes 2 open ended questions, human coders will code up to 2,000 responses ranging from a single word to a long paragraph in terms of length.

If the same survey is repeated every month for the tracking of brand KPIs1 then it makes a lot of sense to automate the process of coding the responses, by using text analytics.

Call Centre Customer Conversations

With the evolution of voice-to-text software it is now possible to turn thousands of telephone conversations between customers and a call centre into text. Using text analytics we are now able to analyse these conversations for topics and sentiment in an automated way.

Online Community Discussions

Private online communities or MROCs2 generate numerous member conversations in bulletin boards, chat groups, or a community wall where informal conversations take place. Instead of having a qualitative researcher read all the member comments in order to write a report, text analytics can be employed to make the analysis quicker and a lot easier.

News

Any brand that has a public relations function is interested in tracking what news or other editorial content is produced about them. Just a decade ago ‘press clippings’ was a service offered by PR agencies in order to provide brands with either the actual articles or simply references about them, copied manually from the news. Nowadays ‘press clippings’ has evolved into crawling the web and harvesting those articles in automated way. Text analytics can help PR professionals analyse the content of publications around the brand of interest for topics and sentiment.

Web Content Analysis

Customer Insights This is the specific use case under web content analysis that this paper is about. Asking questions in surveys and focus groups is no longer enough in order to uncover customer needs and wants so that organisations can stay relevant. Unsolicited posts on the web provide a different flavour of information, the value of which becomes exponential when integrated with tracking surveys and behaviour.

Advertising Positive customer testimonials on social media can be used both to strengthen advertising messages and also as “the reason to believe” when Unique Selling Proposition (USP) claims are made in Ads.

Public Relations By discovering discussion drivers on social media, organisations can publish relevant content, increasing the probability that it will be propagated by customers themselves. They can control the narratives and they can create new ones that serve their performance goals.



Customer Service Nowadays it is an expectation that customers are able to tweet a need or a complaint and receive a response from the organisation they are addressing within minutes. Public relations and customer service on social media are somehow interlinked. It is as important to appear to be tackling customer issues head on and transparently, as it is to actually fix them!

Operations Fixing product or service issues communicated by customers on social media is critical from an operations and a PR perspective. Multi-branch organisations in particular, can benefit from feedback on social media about individual branches. This use case may render mystery shopping obsolete.

New Product development Customers tend to post about product features that they are not happy with or that they are missing. They also post about their pains, key information that can lead to innovation in order to address these pains.

Board of Directors One of the things that are of interest to the board is Corporate Reputation, which can also be part of Public Relations. Social listening provides a unique opportunity to board level executives to keep their finger on the pulse of their customers in the most direct and efficient way.

Risk Management A problem with a product or a service can easily be blown out of proportion on social media. Companies need to keep their ear to the ground and identify issues before they become real crises that will impact brand equity in a negative way.

In order for any and all the above use cases to be valid and useful for an organisation, it is an absolute pre-condition that the sentiment and semantic (topics) precision of the social listening solution used, is the highest it can be. As an example, if a social media monitoring tool feeds negative sentiment posts about a brand to its customer service team with only 50% precision, this means that the team will have to sift through all the posts to actually find the ones they should really respond to. This can be frustrating for the team, and it also means that the organisation will have to spend more time and resources in order to deal with customer service on Twitter or other social media platforms.

Over 80% sentiment and topic precision is what is achievable thus organisations do not and should not have to settle for less these days. (Michalis Michael DigitalMR Blog 2015)

Appendix C – Sentiment Precision Test

Below is a sample of posts from a listening247 project conducted by DigitalMR, where the client checked the precision of the algorithm by manually assigning sentiment to each post. A total of 200 posts were manually assigned sentiment, out of which the client agreed with 180 (90%). Here you can see 100 of these posts, with disagreement in just 9.

Post Content Algorithm Sentiment

Human Sentiment

#Nota Maite Perroni (@maiteoficial) Hosts Pantene Beautiful Lengths Luncheon http://t.co/G4jpjeyo

Neutral Neutral

@Lydiajane812 that was so creepy! I think he was expecting us to turn into those girls on the herbal essences adverts... Negative Negative

Michalis A. Michael



Human Sentiment

@kjthegawd ugh i knoooow I already got a bunch of organic products & conditioners for my hair & whatnot lol i'm not on that Pantene stuff Positive Neutral

BEST FRIENDS ARE FOREVER BUT WHY ARENT U SUPPORTING MY LOVE STORY AND MY CAPACITY OF BECOMING THE NEW FACE OF PANTENE HAHA lol

Positive Neutral

RT @darrenrovell: In 1968, Head & Shoulders called itself "The Unitas of Shampoos" http://t.co/2souZZA6Pu Neutral Neutral

I love my herbal essence long-term relationship conditioner! Hair smelling right��

Positive Positive

...major concern too. My hair become too dry and full of split ends. What do i do to make them silky? Suggest 2-3 protective sprays please. Share Share this post on Digg Twitter I use Tresemme heat spray (makes hair so soft as well), a protective spray by John Frieda and another protective spray by Boots, which was great value for money! Check out...

Neutral Neutral

@MizzSugaNSpice yuuuup...id prewash with pantene...then treat with mint aloe and rosemary...rinse with rain water Neutral Neutral

Ray Blush in peach it's an all time clasic for everyday blush.I love the light peach-pink colour it gives on my cheeks ,and most of all that the shimmer it has ,saves me from a highlighter. I have already write about Garnier new Nourishing line ,and this Garnier Fructis Instant Mask it's amazing. The Body Shop Vanilla body Lotion thank you for...

Neutral Neutral

Find your hair solution with Dove Advanced Hair Series. http://t.co/4MJ4J6EZwq http://t.co/u3K6Drtago Neutral Neutral

I wish my hair would look like it came out of a Pantene commercial. Neutral Positive

I hate when celebrities do hair dye commercials. Oh yeah, just saw Beyoncé at Wal-Mart buying $12 Garnier Fructis box dye.. Neutral Neutral

...information about the hair also going to be the dogs don't as if that's the case allowing an individual extra - large -inspired pin curls and swingy ponytails. Check on the town the a video under a whereTommy from Garnier Fructis taught my hand controlling recreate going to be the structure at home( hair idea, perhaps?)! All material provided...

Neutral Neutral

Official Tumblr of Sophie Tobelly.. behind the scene of www.swanstwenty.com and NIMONINA by swanstwenty Moslem | Scorpio | Javanesse for sure | catlover | Shoes Freak || BUNKA graduate | #clozetteid #tresseme #RBDI2014 #EstobellyCloset #brandxbrothermy Jakarta Selatan hometown : Yogyakarta twitter : @sophie_tobelly facebook: http://www...

Neutral Neutral

Umm... @fluffyguy why do you follow Herbal Essences? Lol http://t.co/0Q6tRZgcTk

Neutral Neutral

...: PANTENE SHAMPOO OR CONDITIONER, ALL TYPES $2 EACH: TRESEMME SHAMPOO, CONDITIONER AND ALL STYLING PRODUCTS $2 EACH: L'OREAL ADVANCED SHAMPOO & CONDITIONERS (NEW!) $2 EACH: IRISH SPRING, NIVEA, OLD SPICE & GILLETTE BODY WASH FOR MEN $2 EACH: CARESS, NIVEA, SOFTSOAP & DIAL BODY WASH FOR WOMEN, ALL SCENTS $1.50 EACH: AUSSIE HAIR PRODUCTS (STYLING...

Neutral Neutral

But in other news my hair smells so nice yep aussie shampoo saves the day night bye

Positive Positive

My hair smells so great and has a good scent thanks to Dove conditioner pink ^_^

Positive Positive

...1, 2013 at 11:45 am Well i use Garnier Fructis Leave In conditioning cream. it moisturize and soften hair and helps tame frizz so hair stays sleek all day . its about 3$ -5$ at walmart!! i dont know if it work on your hair or not but it surely does for me.

Positive Positive




Human Sentiment

Grease Away June 9, 2013 by lalalyddiiuhh in Hair. (Click to enlarge) 1. The first picture is of my third day with unwashed hair. (I know, I know) But for days like these where you just want to throw it up or make that grease disappear, try a dry shampoo. My hair is normally very wavy so I use Tresemme Fresh Start Waterless Foam...

Neutral Neutral

FREE John Frieda Hair Care Sample - HURRY! http://t.co/KuFbo0VPnO Neutral Neutral

Tuesday, January 15, 2013 AD OF THE DAY: Garnier Fructis' beard campaign - Business Insider Garnier's newest ad campaign in Switzerland will have you scratching your head. These men appear to have the most luxurious beards we've ever seen ? all thanks to Fructis, no doubt. Or do they? Look closely: Ad agency Publicis, Switzerland...

Neutral Neutral

RT @smokedesign: Does Rapunzel use the shampoo "Head & Shoulders, knees & Toes."

Neutral Neutral

RT @Haircare24com: L'oreal Homme Purete Anti-Dandruff Shampoo is effective from the first application. Purete works to reduce and... htt ... Neutral Neutral

...vitamin-enriched Heat Tamer Spray by TRESemme ( $3.84 ). I also would recommend the spray by Chi, both of which can also be found at Target. Neutral Neutral

RT @Pantene: A little loose, a little messy & totally glam. This look is Red Carpet ready! http://t.co/FeJy4ZmYMV #WantThatHair http://t.co/OfresSgEDg Neutral Neutral

Kim thanks for claiming your #pantene Kred Reward! @PopCosmo +Kred in the Global community on @Kred http://t.co/DgGcbWUF Neutral Neutral

Loreal Kids Tangle Tamer Wet or Dry Hair Care Sweet Pear New 3 Pack http://t.co/s3GyfBhx

Neutral Neutral

...as well as stimulate blood circulation which helps stimulate growth. I'm obsessed! Change your shampoo : I suggest switching to a sulfate-free shampoo that boosts volume, like L'Oreal Paris EverStrong Thickening Shampoo ($6). Do a deep conditioning treatment : Do a deep conditioning treatment at least once a week to help repair and strengthen...

Positive Positive

Eva Mendes Hair Commercial: Pantene Shampoo with …: http://t.co/IAmfE9LRmZ

Neutral Neutral

@askpRoy Aussie moist! I love it :) Positive Positive

That Herbal Essence commercial makes me really fucking uncomfortable Negative Negative

Herbal essence in my shower . Start the day off right . Positive Positive

Sofia Vergara named as the new brand ambassador for Head & Shoulders! Tweet Its hard to imagine a flawless Sofia Vergara dealing with something as pesky as dandruff. But turns out, Head & Shoulders has been party of her beauty regiment for over 20 years! It seemed only natural that she was just announced as their new brand ambassador. The...

Neutral Neutral

@gayleambre okay, bet! And I'm just gonna have suave natural conditioner and a little coconut oil. I don't use a lot. Neutral Neutral

Friday, December 28, 2012 Rite Aid 12/28 Today at Rite Aid I purchased the following items: $4.79 Nexxus Shampoo Therappe (w/20% Gold discount) $15.99 Norelco Grooming System All in 1 (w/20% Gold discount) $15.99 Norelco Grooming System All in 1 (w/20% Gold discount) $0.67 M&M's $0.66 York Peppermint Pattie $0.67 M&M's The following...

Neutral Neutral

...all ways. Now, wedding dress in India various according to the region and the bride must select the one that suits her culture. Best Gel: John Frieda Frizz Ease Corrective Styling Gel with Encapsulated Silicone for Curly/Straight Hair - this firm hold gel controls hard to manage hair while being non-sticky and non-greasy. The silicone beads...

Neutral Neutral

I'm learning all about Nexxus Frizz Defy Conditioner on @Influenster http://t.co/q8JHnJ04Hs

Neutral Neutral

Michalis A. Michael



Human Sentiment

just picked up a ole nastyyyyyyyyy herbal essence =) Positive Positive

Heme heme? RT @pramaiiSHELLA: @rezkyMRR tresemme? Neutral Neutral

This herbal essence got my hair smelling good ! Positive Positive

October Favorites! My October favorites! It is that time again, hope everyone had a great October! ?Products mentioned in order: BBW candles- creamy pumpkin, pumpkin cupcake and pumpkin caramel latte Rimmel nail polish- Burgundy Flirt Zoya- Neeka Maybelline Color Show polish Orly polish- Rock Solid L'Oreal Ever Sleek shampoo and conditioner...

Neutral Neutral

I just want to eat Aussie shampoo and conditioner it smells too good Positive Positive

RT @DavidJCalleja: #SoapMovies KISS Meets the Pantene of the Park. @Schmovie

Neutral Neutral

The herbal essence commercial is very inappropriate. Negative Negative

#Review: Herbal Essences Naked Collection Volumizing Kit @HerbalEssences #Spon http://t.co/f8EeJInLlE RT #haircare Neutral Neutral

Ever sniffed herbal essence "Hello Hydration"? It smells heavenly Positive Positive

...read that bedtime story! How about just a little extra coverage so you can shop, go to the gym, or on a date night without the kids along? An infant Au Pair from Go Au Pair stands head & shoulders above the rest. They have at least 200 hrs of documented experience caring for children under age two. At least 50% of our au pairs have more than...

Neutral Neutral

Little gets head like herbal essence Neutral Neutral

So I just got my first campaign package in the mail (Tresemme Platinum Strength Renewing Deep Conditioning Treatment). Well I'm a little unsure of when I should post my review. According to the directions, you should see a difference after 5 uses. Does this mean that I should wait until after 5 days to review or just review it after the first...

Neutral Neutral

If you have ever donated your hair to Pantene Beautiful Lengths, you are helping create a wig like… http://t.co/OAPholOyDc Neutral Neutral

...& Conditioner LOreal Argenine Resist Masque LOreal Power Moisture Masque LOreal Ever Sleek Deep Smoothing Mask Review of LOreal Ever Cr譥 Deep Nourishing Mask http://addalittlepolish.com/2013/08/09/loreal-ever-creme-deep-nourishing-masque/ I hope you have a great day! - Jaimie Ipsy! (It is only $10 a month) http://www.ipsy.com/'refer=u...

Neutral Neutral

..., which makes Pantene shampoo, Tide detergent and other household staples, reported quarterly earnings of $20.1 billion, down 34.2 percent from last year on slightly lower sales. The results covered P&G's first quarter in fiscal year 2015. The biggest factor behind the lower earnings was a $932 million one-time charge to write down the value of...

Neutral Neutral

McConnell with midterm elections less than three weeks away. Wednesday Oct 15 | Switched This past weekend, I had the opportunity to represent TRESemme - at the TeenVogue x HerCampus.com #CollegeFashionWeek show in New York City, and the entire experience not only inspired me to continue doing what I love, but it also got me thinking about how...

Neutral Neutral

@elisarenee_ I thought FOREAL said LOREAL like the actual shampoo brand ��

Neutral Neutral

I told her to think of it as a herbal essence Neutral Neutral

First Video & Garnier Fructis Color Shield Review! This is the most awkward first video ever made. This is our review on the Garnier Fructis Color Shield line of hair care products. These products were sent to us for review from Influenster,...

Neutral Neutral




Human Sentiment

Pack of 3 Pantene Pro-V 24 Hour Weightless Volume Gel 6.8 Oz For Just 25¢ – $1.24 Shipped!! http://t.co/YhaU7YJXrm Neutral Neutral

I allude to the Evgeni Malkin Head & Shoulders commercial in my story. Here it is. It's ... best. http://t.co/GEouFh19DS Neutral Neutral

RT @TRESemme: Fresh from the TRES salon at @MBFashionWeek! The best of both worlds! #TRESmbfw #Braids #Buns http://t.co/4p9Y2tCP9w Positive Neutral

Used This Pantene for #niggas. It worked very well. @nerdy_jordy @Love_My_Toe @Shunquail

Positive Positive

I have low porosity hair with a tendency to dry length/ends and waxy sebum buildup on the 2-3 inches nearest my scalp. Every Sunday night or Monday morning, I: 1. Wash twice (Tresemme deep cleanse shampoo) 2. Condition (I alternate between a coney Tresemme rinse-out conditioner and a cone-free Body Shop conditioner as a leave-in) 3. Wait for...

Neutral Neutral

Loreal shampoo makes my hair smell so goddamn good Positive Positive

...wasn't a fan of the beads. I found them unnecessary and kind of bothersome, and I'm not sure whether they do much for the hair that the translucent shampoo base doesn't already do. However, of the three products I sampled, I liked the shampoo best, just as I did with the Dove Oxygen Moisture line. It isn't often that I like a shampoo because...

Neutral Positive

"What do you use in your hair?" - "Pantene my nigga!" Hahaha #fwid @Hellokenzie10 @Maya_Sanchez11 Neutral Neutral

[18+ VIDEO] You Will Never Use Dove Shampoo After Watching This Clip http://t.co/qqFcVoIChR

Negative Negative

Review: Suave Naturals Shampoo & Conditioner Hey guys, I'm back with another review! I am reviewing both the Suave Naturals Tropical Coconut Shampoo & Conditioner. This is not a paid review, all opinion...

Neutral Neutral

Head Shoulders Joel Santana em Singing in the Chuveratio? Head Shoulders - Comercial Singing in the Chuveration Neutral Neutral

If I was at the game tonight, you'd be hearing me scream out "Flake!" multiple times. "Head & Shoulders! Clap, clap, clap clap clap!" Neutral Neutral

Going to the #GRANDFINALE of #PBCW2014 8th Pantene Bridal Couture Week 2014 with my great talented creative #TeamInteractive.. @itsalinaqvi Neutral Neutral

.imageandstylenews.com/wp-content/uploads/2008/03/celebrity-hairstyles-6.jpg to get that style just use a gel like...garnier fructis or something and scrunch the hair. She could also try to straighten it. now for makeup... I would suggest maybe a black/brown mascara, and brown eyeliner that would look very pretty. That's what I wear haha she could...

Neutral Neutral

...this boondoggle! Keep on smoking that herbal essence and spouting the City Hall line of BS! Did U buy a ticket either time, LOL! This post is my opinion only and meant as such. I thought that this would be daily service. Seven days a week. Many days it doesn't fly at all. And the ANE fails again to report on this matter. Must not be a County...

Neutral Neutral

Thats why I only use Pantene � RT @TheWeirdWorld: You should know..... http://t.co/bxgA84zbDY

Neutral Neutral

RT @WittyOne_: Oh, you spend $50 on alcohol and $2 on Suave shampoo? You must take great care of yourself. Neutral Neutral

Herbal essences shampoo smells so nice Positive Positive

RT @SuLuNatDiggga: ZZZZZZZZ RT @JuChainz I think the shampoo Head & Shoulders should make a body wash called Knees & Toes. Neutral Neutral

OTG Conditioners with fabulous slip: Aussie Moist Herbal Essence Hello Hydration Giovanni Conditioners Online I know people have mixed feelings about Soultanicals, but that Mango Dip Detangling Slip is the bidness.gov.edu.com.org!!

Neutral Positive

Michalis A. Michael



Human Sentiment

RT @JosephGEditor: Pop of culture with @norakobrenik @mbfashionweek @tresemme �#mbfw #nyfw #eonline #tresemme http://t.co/D0ZdTefRwm Neutral Neutral

“@SimplyXquisite7: @irwinemedina how I get hair like yours I'm jealous” Pantene Pro-V

Neutral Positive

@Rodiculous head & shoulders good enough ? Neutral Neutral

My hair feels like Jesus cleaned it with His own holy hands, thanks to Herbal Essences.

Positive Positive

Pantene makes hair smell so delicious. �� Positive Positive

RT @theillestmelody: @HennyFBaby we need to light the herbal essence soon g!

Neutral Neutral

the herbal essence smooth edition conditioner makes my hair feel like silk...and it smells amazing.

Positive Positive

...; mother of six sons (one military); three cats, and one dog. I enjoy reading about beauty, jewelry, fashion, and wellness. Status report-used the Walmart equivalent of Head & Shoulders mixed equally w/baking soda. Wet my hair, applied the mixture, and let is set on my hair for about 20 minutes. I still have some color but it's VERY soft & not...

Neutral Neutral

hey guys, So today i am going to be showing you my night time routine for winter, hope you enjoy!! xxx So first i wash my hair using the aussie shampoo although sometimes i do use the herbal essences ...

Neutral Neutral

$EURCAD chart by fx-crusher: http://t.co/Pp3CC4WXGc EURCAD Head &Shoulders.

Neutral Neutral

@LisaKtanah Oh it's Pantene but its the one I like most!! Neutral Positive

@MeowMeowMari Also, head & shoulders original shampoo is good for taking out color ��

Positive Positive

...bag to await washing, and then taken out a few days later to wear again. All swirled in a cloud of stale nicotine and marijuana smoke. >showers 3 to 5 times a day >Herbal Essence Colour Me Happy Shampoo >Zest Soap >body foam >NEUTROGENA Ultra Gentle >Tide >black xs cologne behind ear and my collar bone I smell surprisingly tame right now...

Neutral Neutral

@PhilKJames @bencox34 @beckymollenkamp 888 is a really meaty broth. I like the lighter more herbal essence of rolling wok broth. Negative Negative

Lajwanti Bridal Collection At Pantene Bridal Couture Week 2013 http://t.co/1hs8j8JF0Y

Neutral Neutral

When Seohyun takes that thing off her head and gives her hair that slow motion Pantene Pro V shake... Neutral Neutral

@cocknbullz yeahh everything cept the herbal essences, I was goin throw it back to you once you got here Neutral Neutral

...replace overwhelming spreadsheets used by most farmers to track farm operations data. The software has been used by farmers in Southeast Europe since its launch in [] http://dlvr.it/1Y49cN Connecting Brands with Mobile Customers When asked why so many of Unilevers brands (Axe, Ben & Jerrys, TRESemme, etc) have mobile websites: We just go...

Neutral Neutral

RT @zacwinlow: I fux with that Herbal Essences Coconut shampoo and conditioner.... Anything to keep my hair alive #swimmerproblems Positive Positive

REVIEW! LOVE ME/LOVE ME NOT! Garnier Fructis Anti-Dark-Circle Roller Hola Todos :D please subscribe for more videos :D Hi guys!! I have been getting questions about the Garnier Fructis anti-dark-circle roller so I decided to m...

Positive Neutral




Human Sentiment

...elegant, we think it would go perfectly with a little black dress. 1. He created a very deep side part on towel dried hair and applied John Frieda Frizz Ease Nourishing Oil Elixir for shine and pliability. 2. Then he applied John Frieda Luxurious Volume Root Booster Blow Dry Lotion from the roots through mid shaft to create volume. 3. Abergel...

Neutral Neutral

RT @DaltonRoss: That segue from a two-and-a-half second Robin Williams tribute to a TRESSeme style segment was not awkward at all! #VMAs Neutral Neutral

@Sivarranjani Are you gonna wash your hair with Dove Shampoo? Neutral Neutral

References

Shea Bennett (2013) 36% of all links shared on Twitter are Images. AdWeek blog network, Social Times Michalis A. Michael (2015) What is the use of social listening in business. DigitalMR Blog Michalis A. Michael (2016) How To Check If Your Social Listening & Analytics Is Appropriate For Customer Insights. ESOMAR Research World Connect-Social Media Listening Feature About the Author

Michalis Michael is the founder and CEO of London headquartered DigitalMR Ltd, a tech company with a strong market research focus. His particular expertise entails social media research and customer advocacy. Michalis, an aerospace engineer by education, has been in marketing research consulting since 1991 when he started his career working in Cyprus and Saudi Arabia. Since then he has lived and worked in numerous countries including Poland, Hungary, Germany, USA, and the UK. He received his business training through courses at Harvard Business School and London Business School.

text analytics for social media customer insights

Documents