Tag: Bernays

NLP: Value Greater than just Positive and Negative Sentiment.

Positive (P) and negative (N) sentiment are just transmitting two results based on many other variables. This in itself contains little knowledge. For creating strategy, it can only bench mark after the fact.

Inherently the use of data is to make better decisions for the future. Production is expensive and time consuming. So is deductive reasoning.  The main goals should be to move away from adjusting to the end reaction and migrate to a predictive model. Look at the context in higher resolution i.e. control for  variables which lead to PN sentiment.

Here are some suggestions

  • Time of day
  • Medium (Twitter,Facebook ,Blogs, Mainstream news)
  • Comments PN sentiment
  • New dissemination to comment count (time, PN)

If you are advanced, use NLP tools that allow for custom taxonomies – within the NLP,  to create rules on varibels like types of framing. On a medium level this is very good at prediction, but more on that later.

Ciao

EU Political On-line Trend Graph From the 2011 Summer

I thought that I would post a trend chart that I found. It is from the 2011 summer of rebellion. Please ask questions:

 

 

Heuristics, Algorithms and Communications: Quick Thoughts

The use of heuristic and taxonomy algorithms for identifying cognitive bias in  communications is a game changer.  According to SAS,  companies that invest in analytics out perform the S&P500 by 64%. I imagine the margin for communication/marketing firms is greater. The market is not anywhere close to mature, and is lopsided to a few in the know. The rest toil in mediocracy via old connections/business that will surely run ground soon.
Today’s great business’s – for the most part, are data driven. Communications is perceived  to be educated guessing.. The use of programming for bias is important because bias cannot be out run. Think of this much like “Inception” and Moneyball combined.

Thanks to social networks we have the largest focus group in history. Analysts can see what people are using to explain how they feel and think – during  specific situations or events. This can also tell  how people interact within context of syntax or an instances. Very powerful and cheap information in contrast to polling or focus groups.

There are patterns/norms with how people engage on each medium. In addition to what type of syntax they use to convey a certain type of  thought. This is all programmed in the mind for the most part. Linguist like Lakoff and Chomsky suggest that brains are hard wired to favor certain patterns that convey meaning. This plays out accurately on-line consistently.

Just a random Sunday thought…Now looking forward to watching the NFL playoffs.

Ciao

IS SOCIAL MEDIA CHANGING EVERYTHING?

Well yes and no. [Good] PR has always been about understanding human perception/biases not “emotional IQ” or “social media savvy” [bad PR]. The medium in this case – “Social” Media, is just another way to leverage and understand innate human traits/bias. Although there is some evidence that illustrate some biases are dynamic/changeable, largely people are not interacting much different now from the digital realm than real life. i.e. human behavior and cultural patterns/perceptions and need for expression creates the digital or social media instance – not the other way around. In other words Bernays would be just as effective now as he was then. The medium to the method is mostly arbitrary to said human behavior/bias needed to be leveraged.