Twitter Analytics

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For the purpose of understanding, more than 15 sectors have been identified of how twitter and its analytics can help in treading the unchartered territory and take a strategic business decision. The impact areas have been mainly:

- Consumer Packaged Goods

- Media, Bollywood & Fashion

- Politics

- Celebrity Management

- Natural & Man-made disasters

- Event Publicity

- Sports & Video Games

- Food Recipes

- Terrorism

- Automobiles

- Pharmacy

- Environmental Awareness

- Social Injustice

- Hospitality and Recreation

- Banking and Finance

- Governance

- Startups

For example in Politics, we are aware of the storm by which Narendra Modi led his party to the landslide victory. However, besides him there was a survey carried out by an organization called Smart politics on a state Legislative member Laura Brod in USA.

Fig 1: Analysis of Political Tweets by Category[9]

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Such clarity and analysis can help her followers know if she is following the right path of serving the public and which issues are she prioritizing.

On Environmental front, it was twitter that made the Earth hour famous like never before. However, we would have never been able to know the counter view of it and the impact of it. For example, Bjørn Lomborg, author of The Skeptical Environmentalist, recently published the article Earth Hour Is a Colossal Waste of Time—and Energy, in which he calls for more attention on real solutions to global warming and less trivialization of the issue: The article has been shared 26,500 times on Twitter, has rallied together Earth Hour skeptics and has sparked a debate around the role of Earth Hour[9]. Trends like #IndiawithPakistan during Peshawar Terror attacks show the sentiments and sink any efforts of dividing the two countries. The sentimental analysis makes us understand the public opinion about a particular product, sport or new strategic move. For example, in the entertainment section, IBM with 73% confidence that it would have a successful first weekend[10]. the sentiments and trends can be visualized in the following two analysis.

Fig 2 : Analysis of Tweets on IPL[11]

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For Retail business, when twitter users were exposed to a tweet from a retailer, the purchase rate increased to 39%.

Fig 3: Insights on tweets impacting retail [12]

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Twitter users exposed to tweets from retailers for more than two weeks were 32% more likely to purchase from those retailers compared to all users exposed to retail tweets.

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In the Pharmaceutical industry, the analysis tells us that 67% of Twitter users are more likely to buy from brands they follow on Twitter. Pharmaceutical companies help gauge the sentiment analysis in the context of customer service issues, complaints, influencer mentions, competitor activities et al.

In the Automobile industry, the car reviews

on twitter has given the industry altogether a new dimension to study the requirements for a new car.

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In the automobile industry,