The importance of social media sentiment analysis (and how to conduct it)

Today's marketers are rightfully obsessed with metrics. But don't forget that your customers are more than just data points. And yeah, it's easy to overlook our customers' feelings and emotions, which can be difficult to quantify. However, consider that emotions are the number one factor in making purchasing decisions. With so many consumers sharing their thoughts and feelings on social media, it quite literally pays for brands to have a pulse on how their products make people feel.