Web Reputation: Likes, Engagement & Sentiment as one of my 2018-2019 lectures at the University of Bergamo. It's stimulus material, posted to improve communication with current students. It's not interesting for the academia.

1. ITforTourismServices,UniBg2018-2019
WebReputation:Likes,
Engagement&Sentiment
WebReputation.Lecture06,October18,2018
imagecredittoextrapola,kaggle

2. ITforTourismServices,UniBg2018-2019ITforTourismServices,UniBg2018-2019
Today
01.Tuesday,Oct2
Some
25Years
ofeTourism
page2
02.Thursday,Oct4
Networks
&SocialNetworks.
WebPresence
04. Thursday, Oct11
Mobile,Smartphones,
Wi-Fi,andApps
03.Tuesday, Oct9
Destinations,
theIndustry,
andPeer-To-Peer
06.Thursday, Oct18
WebReputation:
Likes,Engagement
&Sentiment
05.Tuesday, Oct16
Analytics,Insights,
Cookies,andthe
Disappearing
Privacy
07. Tuesday, Oct23
Design:Content,
Copyright
&CreativeCommons
WebReputation.Lecture06,October18,2018

3. ITforTourismServices,UniBg2018-2019ITforTourismServices,UniBg2018-2019
What Are We Talking About Today?
1. Web Presence. A Recall
2. Reputation
3. Web Reputation
4. Free Tools
5. Professional Tools
6. Sentiment
7. Semantic Analysis
WebReputation.Lecture06,October18,2018 page3

4. ITforTourismServices,UniBg2018-2019ITforTourismServices,UniBg2018-2019
Web Presence
WebReputation.Lecture06,October18,2018
Wealreadyclarifiedthatthewebpresenceof,say,adestinationincludes
1. theofficialwebsiterunbythedestination
2. theaccountsofficiallyrun bythedestination onTripAdvisor,Facebook,etc.
3. whatotherpeoplewriteaboutthedestinationonthecommunitiesandthe
socialnetworks.
Aswewillsee,webreputationmostlydealswiththisthirdformofweb
presence.
page4

5. ITforTourismServices,UniBg2018-2019ITforTourismServices,UniBg2018-2019
What We Control
WebReputation.Lecture06,October18,2018
Thewebpresenceof,say,adestinationincludes
1. theofficialwebsiterunbythedestination
2. theaccountsofficiallyrunbythedestination onTripAdvisor,Facebook,etc.
3. whatotherpeoplewriteaboutthedestinationonthecommunitiesandthe
socialnetworks.
page5

6. ITforTourismServices,UniBg2018-2019ITforTourismServices,UniBg2018-2019
What We Partially Control
WebReputation.Lecture06,October18,2018
Thewebpresenceof,say,adestinationincludes
1. theofficialwebsiterunbythedestination
2. theaccountsofficiallyrunbythedestinationonTripAdvisor,Facebook,etc.
3. whatotherpeoplewrite aboutthedestinationonthecommunitiesandthe
socialnetworks
page6

7. ITforTourismServices,UniBg2018-2019ITforTourismServices,UniBg2018-2019
What We Don’t Control
WebReputation.Lecture06,October18,2018
Thewebpresenceof,say,adestinationincludes
1. theofficialwebsiterunbythedestination
2. theaccountsofficiallyrunbythedestination onTripAdvisor,Facebook,etc.
3. whatotherpeoplewrite aboutthedestinationonthecommunitiesandthe
socialnetworks.
Ifwewanttoimprove,oratleastdefend, ourreputation,wemustknowwhat
other peoplewriteaboutusonthecommunitiesandthesocialnetworks.
Butwhatisreputationabout?
page7

8. ITforTourismServices,UniBg2018-2019ITforTourismServices,UniBg2018-2019
What Is Reputation About?
1.Generallyspeaking,reputationishowsomething(orsomeone,orawebsite,
oradestination...)isperceived.
Forinstance,Blackberrywastheleadingmobilephonesystembeforethe
iPhonewasintroduced.
TheiPhonemadetheBlackberrytobeperceivedassomethingstiff,andtoo
business-related(atoolforbusinessmen).
2.Reputationchangesintime.
3.Reputationimpliesacomparison.
WebReputation.Lecture06,October18,2018 page8

9. ITforTourismServices,UniBg2018-2019ITforTourismServices,UniBg2018-2019
Web Reputation
WebReputation.Lecture06,October18,2018
Accordingtoscholarsandmarketers,
webreputationishowsomething(or
someone,orawebsite,or –inour
instance–adestination...)iscurrently
perceivedintheworldofthesocial
networks.
Toevaluateourdestination’sreputation,
itisimportanttomeasurehowmany
posts,tweets,picturesorcomments
havebeenpublishedaboutit.
page9

10. ITforTourismServices,UniBg2018-2019ITforTourismServices,UniBg2018-2019
Engagement
WebReputation.Lecture06,October18,2018
However,theimpactoftheseposts,tweetsetc.shouldbe
considered, too.
Forinstance,averybasicapproachtobeginthissortofmeasureis
tolookatourdestination’s Facebookpages–boththeofficialone,
andotherpagesthat clearlydealwithourdestination –and count
howmanylikesthey’vegathered.
Butthisisreallyabasicapproach.Morequestionsshouldbeasked!
Aremostposts,tweetsetc.postedbythepagemanagers? Orare
theymostlypostedbyother peoplewhoare engaged?
Doposts,tweetsetc.startdiscussions,orremainunfollowed?
page10

11. ITforTourismServices,UniBg2018-2019ITforTourismServices,UniBg2018-2019
Free Tools
WebReputation.Lecture06,October18,2018
Thereareseveraltools–evenfree(ortemporarilyfree)
tools–toknowwhatpeopleshareaboutourdestination
ontheWeb,thecommunitiesandthesocialnetworks.
Beware!Itisparticularlyimportanttoaskthesetoolsthe
properquestions–basically,choosing whichkeywords
adopttointerrogate thosetools.
Supposeyouwanttokeeptrackofposts,picturesor
comments aboutBergamoasadestination...
You’llasktokeeptrackofkeywordslikeBergamo+
tourismand/or+visit+attraction+hotel+museum+etc.
page11

12. ITforTourismServices,UniBg2018-2019ITforTourismServices,UniBg2018-2019
Google Alerts
WebReputation.Lecture06,October18,2018
Afreetoolprovidingsocialmedia
monitoringforbeginnersisGoogleAlerts.
GoogleAlertsiseasytosetup,andallows
monitoringtheWebforanynewcontent,
andmentionsofwhatwe’reinterestingin,
ourbrandand/orourcompetitors.
BycreatingaGoogleAlert,we’llreceive e-
mailnotificationseverytimeGooglefinds
newresultsonatopicthatinterestsus
acrossblogs,forumsandnewssites.
page12

13. ITforTourismServices,UniBg2018-2019ITforTourismServices,UniBg2018-2019
Professional Tools
WebReputation.Lecture06,October18,2018
Thereare,however,alsoprofessionaltools(onpayment)toknowwhatother
peoplewriteaboutyouonthesocialnetworks.
TrustYouisperhapsthemostreliableamongtheseprofessionaltools.
TravelAppealisamorerecentItalianoptionofthekind.
Toolslikethese scrapthesocialworld–aswellasTripAdvisor,Booking.com,
Airbnb,andthelike–togatherallUserGeneratedContent.
page13

14. ITforTourismServices,UniBg2018-2019ITforTourismServices,UniBg2018-2019
Sentiment
WebReputation.Lecture06,October18,2018
Onceyou–ortoolslikeGoogleAlertsorTrustYou
orTravelAppeal–havecollectedwhattheworld
saysaboutyourdestination (posts,tweets,
comments,etc.)inpubliconthesocialnetworks,
youmayindividuatewhatsentimenttheworld
hasexpressedaboutyourdestination.
Theeasiestwaytodosoisreadinginperson
theseposts,comments etc.,anddetermine
yourselfwhether theirsentimentispositive,
negativeorsimplyneutral.
page14
imagecredittokaggle

15. ITforTourismServices,UniBg2018-2019ITforTourismServices,UniBg2018-2019
Semantic Analysis
Veryoften,however,posts,commentsetc.are
toomany.There’snotimeenoughtoreadthem
allinperson.
Naturallanguageinterpretationmaybeused.
Butculturalfactors,linguisticnuancesand
differingcontextsmakeitextremelydifficultto
turnastringofwrittentextintoaclearproor
consentiment.
Let’sprovidesomeexamples...
WebReputation.Lecture06,October18,2018 page15

16. ITforTourismServices,UniBg2018-2019ITforTourismServices,UniBg2018-2019
Sentiment Can Be Difficult To Identify…
page16WebReputation.Lecture06,October18,2018

17. ITforTourismServices,UniBg2018-2019ITforTourismServices,UniBg2018-2019
Everything Is Clearly Ok, Here...
page17WebReputation.Lecture06,October18,2018

18. ITforTourismServices,UniBg2018-2019ITforTourismServices,UniBg2018-2019
… But Here A Mistake Is Made!
page18WebReputation.Lecture06,October18,2018

19. ITforTourismServices,UniBg2018-2019ITforTourismServices,UniBg2018-2019
Sometimes Why “100%” Is Clear…
page19WebReputation.Lecture06,October18,2018

20. ITforTourismServices,UniBg2018-2019ITforTourismServices,UniBg2018-2019
… But Why Not “100%” Here, Too?
page20WebReputation.Lecture06,October18,2018

21. ITforTourismServices,UniBg2018-2019ITforTourismServices,UniBg2018-2019
Destinations’ Reputation Measurement
Theexamplesabovearetaken
fromTravelAppeal,andrefer to
afamilyaccommodation.
Thewidermarketforweb
reputationtoolsisinfactthe
industry:hotels,B&Bs,
restaurantsandthelike.
Destinations’webreputation
isamorecomplicatedsubject,
infact.
WebReputation.Lecture06,October18,2018 page21

22. ITforTourismServices,UniBg2018-2019ITforTourismServices,UniBg2018-2019
Today’s Key Points
page22WebReputation.Lecture06,October18,2018
1. Reputation Is The Way People Or Things Are Perceived
2. Reputation Changes In Time
3. Reputation Implies A Comparison
4. There Are Tools That Help Measuring Web Reputation
5. Sentiment Is Less Easily Measurable
6. Natural Language Analysis Is Useful, Not Perfect
7. Destinations’ Reputation Is More Than Its Components’

23. ITforTourismServices,UniBg2018-2019ITforTourismServices,UniBg2018-2019
Thanks For Your Attention
page23WebReputation.Lecture06,October18,2018
Picturefrom the2010 Workshop