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Good general article. For sentiment analysis I personally go further and use lexalytics and others tools to deeply understand what customer is saying across multiple channels: email, social media, support call texts, etc.. Marketing has to look at the big picture and cant just get sucked into the details of one specific channel.
Completely agree. Any marketer focusing attention on one channel will never find success. All brands must utilize a multi-channel marketing strategy including various types: social, digital, tv, print, radio, etc. This post was merely showing the analytical benefits to pull from one of those channels - social. I've personally never used lexalytics, but I'll definitely explore it! Thanks for the idea!