Invisible Insights: learning from Trip Advisor reviews

If you are a brand or an institution, people talk about you. If you happen to be a museum which welcomes around 17,000 visitors per day, 365 days a year, then lots of people talk about you. They talk about you all the time, in all languages, in ways you can't control. They'll talk about your new exhibition, your audio guides, your security procedures and the coffee you serve in your restaurants. Some of these people will talk to you directly -- they'll send emails and write letters and leave comment cards, which you can neatly log.