April 24, 2017 | Written by: Andre G. Sandoval, CEO, Cloud Therapy and Fernando Davila, COO, Cloud Therapy
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According to Pew Research Center, social media opens up new ways for people with similar interests to find, share and talk about news, including news about politics, with friends and colleagues.
This means social media can get somewhat chaotic during election time.
Cognitical is a cognitive solution from the Cloud Therapy team that conducts sentiment analysis using data from social media and other sources to help paint a clearer picture of social media sentiment.
Cloud Therapy uses Watson and IBM Cloud technology to combine big data and artificial intelligence, generating insights to help people make informed decisions. Its solutions focus on industries including healthcare and marketing.
Cloud Therapy’s current applications address rare disease analysis and individual sentiment analysis.
Cognitical debuts in the political arena
Applying Cloud Therapy technology to politics was an idea that came to light in the fall of 2016 during the US presidential election. The Cloud Therapy team sought to bring a bit more light to the election process to increase transparency about what people were saying and what the candidates were actually portraying to the public.
Its current focus is on the Ecuadorian presidential elections and the two candidates running for president. The information is displayed in an easy-to-understand dashboard. Just like in the United States, there’s quite a bit of “fuzz,” meaning it’s hard to discern what is true, what is real, what is a legitimate story.
The solution captures and analyzes hashtags and mentions of candidates, including followers and opponents. It measures and understands how the main sources of media depict the candidates. Then, it presents emotions, personality and topics mentioned by the candidates on social media.
Automated sentiment analysis delivers insights in real time
In the new digital era, brands and governments are targets for criticism and comment. They are challenged with how to manage large volumes of data and controversial news and how to address followers and skeptics. The beauty of the Cognitical solution is that it can deliver immediate insight with great precision and a remarkable level of detail.
Cognitical can offer qualitative data about people’s opinions and feelings. The solution processes huge amounts of structured and unstructured data. The process is automated, so it’s fast. To compile a similar sentiment analysis report manually would take approximately a week, and by that time, the data would be old. Additionally, beyond just “listening,” Cognitical can understand sarcasm, satire and emotion.
The solutions can help brands or politicians improve how they engage, convert, and retain customers and followers on the digital front.
Cognitical will tackle marketing and PR next
Another application for Cognitical is with ad agencies. It can be used to combine data from clients’ social media campaigns and sales data to determine insight about what kinds of advertisements will drive better outcomes.
Also, Cognitical can match influencers with brands. A brand will be able to decide which influencer is the right match based on tone and emotion, and the way they talk, look and post.
For a PR agency, instead of having two employees reading newspapers, watching the news, and listening to the radio to keep a pulse on the media, Cognitical can do it, freeing them up to do more value-added work.
The Cloud Therapy team doesn’t intend to remove the human factor. Cognitical is a sentiment analysis tool to help people make better, more informed decisions and to ensure lucidity, especially during the current movement of “fake news.”
Read the latest press release from Cloud Therapy.
More about Cloud Therapy.