The Marketing Science Institute released a list of the top 10 most-read articles of 2012. David Schweidel, Associate Professor of Marketing at Goizueta Business School co-authored the working paper Social Media Intelligence: Measuring Brand Sentiment from Online Conversations, which was listed as number four.
Schweidel’s co-authors are Wendy W. Moe, a colleague at University of Maryland and Chris Boudreaux, Sr. Vice President of Business Integration, Converseon, Inc.
Their research investigates the ability to understand brand sentiment from social media conversations and incorporates data gathered from a variety of social media sites. Findings reveal systematic differences in sentiment communicated across various social media outlets and across different posters. Additionally, their method offers a tool to uncover the underlying brand sentiment versus sentiment focused on specific products or attributes of the brand.*