There's Data in Those Emojis — and Marketers Want to Mine Them
Posted in: UncategorizedConsumers are communicating in broken hearts and bananas — and brands are listening. As use of emojis proliferates, brands and their social media agencies are devising ways to interpret the cute icons that form emotive statements in text messages and more recently on Instagram and Twitter. Digital stickers and brand logos are also up for interpretation.
“The use of emojis is kind of like were observing a new language right in front of us,” said Tony Clement, VP analytics at independent shop Big Spaceship. The agency is working with technology firms to develop definitions for brand tracking through emojis. The goal, essentially, is to apply some of the same techniques for quantifying value and measuring brand sentiment based on words in social media to metrics for imagery.
A heart, after all, doesn’t always represent love. Social-media agencies want to learn the nuances in meaning and sentiment between a blue heart and a crimson one, for instance.
Post a Comment