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Asset Partitioning

There are three major ways to partition assets

– Platform Intent
– Platform Relevance
– Platform User.

Platform Intent

A platform’s intent dictates comment style, response mechanism, tone, intent and other varying conversational indicators.

1. Complain: Some platform’s primary objective is to act as the sounding board for negative comments and reviews, while others promote both positive and negative.

2. Socialize: Social media and other platforms driving consumer traffic and responses without brand initiatives in place, leading to high neutral which are easily split using in-depth competitor analysis.

3. Inform: Help consumers make educated purchasing decisions based on customer feedback.

4. Converse: Message boards and forums that promote back and forth conversations vary greatly in tone level, as well as brand impact due to the comments which come as the result of an emotional conversation.

5. Anonymize: Penname profile growth and engagement is gaining traction among consumers given privacy concerns, brand responsiveness required.

Platform Relevance

The relevance of a platform to an organization’s overall sentiment portfolio has a great deal of dependence on obvious similarities between the platforms aim and the brand itself. Each platform correlates to a particular industry, user base and has specific goals in mind. If the platform’s aims do not align with business objectives, confusion about the brand often occurs.

Platform User

The average platform user, and the target market must be identified in order to create both appropriate responses and to understand the ‘why’ behind expressed sentiment. User attributes such as age, gender, location and ethnicity all play a role in how to deal with sentiment, how they will react to particular scenarios and the way they will go about expressing their sentiment – such as which platform/s they use.

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Sentiment Analysis Expanded

This video dives into more detail about consumer sentiment and how it can be used to extrapolate key insights and maximize your ROI.