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March 24, 2014 AT 7:21 AM
There's the stuff we say on social media. And then there's the stuff we really mean. Marketers are determined to figure out the latter. For several years, companies have been listening to people's chatter on Twitter, Facebook, and other outlets to gather data about their likes and dislikes. Now they're tapping new software that helps them act on the data they're culling. Using this process—known as sentiment analysis or sometimes conversation analysis—marketers can better identify people who might be interested in their product or figure out which customer complaints demand an immediate response.