Social Media Insight Requires End-To-End Language Technology Capabilities
As the number of participants in social media grows each day, it's no longer optional to listen to what your customers are saying about you. But just how you do that can be perplexing. While small businesses might use Google Alerts and other free listening approaches, enterprises need more.
In recent years, enterprise listening solutions are addressing the problems of identifying relevant social media conversations, classifying those conversations based on topic, positive or negative sentiment, and many other factors. These listening tools rely on language technology--text analytics or natural language processing--to create insights from the ocean of social conversations, but how much do you know about language technology?
This white paper, written by text analytics experts Philip Resnick, Converseon's Lead Scientist, and Mike Moran, Converseon's Chief Strategist, helps you identify key questions about any listening platform's natural language technology:
- How does language technology work?
- What is rule-based text analytics and why is it insufficient for most social media listening situations?
- What kinds of machine learning techniques can be applied to social media listening?
- What listening problems can machine learning techniques address?
- Is there any place for human judgement in social media listening?
As enterprises are increasingly dependent on social media for insights that improve critical business decisions, it's not enough to manually inspect social media conversations and draw conclusions--you need an enterprise listening solution. But most enterprises don't know where to start to evaluate the "magic" underneath the hood of these solutions.
This white paper removes the mystery from text analytics, explaining the history of the technology, the pros and cons of different approaches, and how they can solve your social media listening problems. Before you make a decision on your enterprise social media, you owe it to yourself to understand what you're buying. This white paper can help.