Bringing Social Sentiment Analysis Into Crisis Management

Best Practice Guide

The challenges social media poses to business

It’s a truism, but social media has changed the game for business. Formerly, customers, looking to react to what businesses were doing, had to go through traditional media sources or company-controlled communication organs. Not anymore. The prodigious rise of free, easy to-use, social channels has leveled the communications playing field, perhaps forever. Now, smartphone-wielding consumers, seeking to vent their spleens, can escalate simple issues into full-bore crises – often in the space of single tweet.

Moreover, social media’s runaway popularity (see the table below) means that businesses can no longer afford to ignore social channels. With the advent of the social net, consumers go to digital sources first when looking for information about a company. And what they read in those sources influences their final purchasing decision.

The social revolution: Facts and figures 

• The typical American uses three of the eight major social media platforms
• Facebook is quickly closing in on the two billion user mark
  • Two-thirds of Americans are Facebook users; and three quarters of those users frequent the site daily
• Twitter has around 330 million MAUs (Monthly Active Users)
• YouTube has a billion MAUs
  • Three-quarters of U.S adults use YouTube, including nearly 95 percent of 18-24-year old’s
• Yelp receives an average of 29 million mobile app unique users

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