12. @LAURENTEE
SOCIAL + STATISTICS
ENGAGEMENT CALCULATOR
▸Purpose: the engagement calculator translates
social engagement data into an index score.
▸This measures the value of engagements accrued
as they align with the business priorities.
16. @LAURENTEE
SOCIAL + STATISTICS
WEIGHT ENGAGEMENTS BY IMPACT TO BUSINESS
▸USE A HALF-STEP SCALE FOR WEIGHTING
▸.5 — 1 — 1.5 — 2
▸0 — 1— 2 — 3
▸ Answer the question “Which is more valuable?”
17. @LAURENTEE
SOCIAL + STATISTICS
CREATEAN ENGAGEMENT INDEX MATRIX
▸Prioritize all channels (social + email + SMS)
▸Prioritize engagement actions as important to
business goals/results.
▸Use DATA to prioritize, if you have it!
▸Otherwise, make assumptions that can be fixed later
23. @LAURENTEE
SOCIAL + STATISTICS
SENTIMENT INDEX CALCULATOR
▸ Translate social listening sentiment data into
an index score that indicates the relative
position, positive or neutral, of external
sentiment expressed online by social media
users.
▸ Neutral Weighted or Sentiment Weighted
24. @LAURENTEE
SOCIAL + STATISTICS
NEUTRAL WEIGHTED FORMULA
▸ Neutral posts are weighted to half credit
▸ Positive and Negative posts are given full credit
▸ (( Positive - Negative ) / ( Neutral / 2 )) x 10
25. @LAURENTEE
SOCIAL + STATISTICS
SENTIMENT WEIGHTED FORMULA
▸ Only positive and negative sentiment is counted.
▸ Neutral posts are not credited.
▸ (( Positive - Negative ) / ( Postive + Negative )) x 10
27. @LAURENTEE
AIRLINE TWITTER SENTIMENT ANALYSIS
Southwest Delta United American
Positive 1,113 533 292 331
Negative 2,324 955 1,655 1,960
Neutral 1,307 711 438 442
Volume 4,841 2,222 2,434 2,760
Data Source: Hakh, Heba & Aljarah, Ibrahim & Al-Shboul, Bashar. (2017). Online Social Media-based Sentiment Analysis for US Airline companies.
28. @LAURENTEE
AIRLINES TWITTER SENTIMENT ANALYSIS
Data Source: Hakh, Heba & Aljarah, Ibrahim & Al-Shboul, Bashar. (2017). Online Social Media-based Sentiment Analysis for US Airline companies.
SOUTHWEST
28%
49%
23%
AMERICAN
16%
72%
12%
29. @LAURENTEE
AIRLINE TWITTER SENTIMENT ANALYSIS
Southwest Delta United American
Positive 1,113 533 292 331
Negative 2,324 955 1,655 1,960
Neutral 1,307 711 438 442
Volume 4,841 2,222 2,434 2,760
Neutral Weight
Score
-19 -12 -62 -74
Sentiment
Weighted
-3 -2 -6 -6
Data Source: Hakh, Heba & Aljarah, Ibrahim & Al-Shboul, Bashar. (2017). Online Social Media-based Sentiment Analysis for US Airline companies.
30. @LAURENTEE
CREATE AN INDEX SCALE
Data Source: Hakh, Heba & Aljarah, Ibrahim & Al-Shboul, Bashar. (2017). Online Social Media-based Sentiment Analysis for US Airline companies.
0
0.05
0.1
0.15
0.2
0.25
-12 -10 -8 -6 -4 -2 0 2 4
Series1
INDEX
>0 A
-3 to 0 B
-5 to -3 C
-7 to-5 D
<-7 F
31. @LAURENTEE
AIRLINE TWITTER SENTIMENT ANALYSIS
Southwest Delta United American
Positive 1,113 533 292 331
Negative 2,324 955 1,655 1,960
Neutral 1,307 711 438 442
Volume 4,841 2,222 2,434 2,760
Sentiment
Weighted
-3 -2 -6 -6
Index B B D D
Data Source: Hakh, Heba & Aljarah, Ibrahim & Al-Shboul, Bashar. (2017). Online Social Media-based Sentiment Analysis for US Airline companies.
