Emojis - Nightmare for Sentiment Analysis

December 5, 2018 / by Shiho Hashimoto Shiho Hashimoto

Emoji video

People love using emojis on social media, since they are cute and fun. But it's a headache for brands and customer insights professionals because social monitoring tools can't understand those characters accurately. 

Watch this 2-minute video, explaining to you how and why emojis screw up social media analytics results. Transcript of the video is available below, in case you prefer reading over watching/listening!



People love using emojis on social media, since they are cute, fun and colorful. You might be using emojis for your brand posts to make them look look lively and interesting. But these cute elements can cause misinterpretations when you use social media analytics tools at the same time.

Emojis can be in different styles

Different devices and operating systems display emojis in different styles, and tons of new emojis are created every day. This makes it difficult for a typical social media analytics tool to interpret their true meaning. For example, this is how a grinning emoji looks like on multiple devices such as Apple, Google, Microsoft, Samsung, and on different social media platforms.

Emojis damage the results of a sentiment analysis

Understanding the meaning of an emoji also depends on the context of a particular post. In this Instagram post, a user has used a persevering emoji when she expressed her homesickness. Persevering emoji is often used to express hopelessness or negativity. But in this situation, it indicates a positive reaction to the photo of the place where she considers as her second home.

Since emojis can deliver a range of sentiment, social media posts containing them might have vague meanings. If you let a computer-based analytics tool measure your social sentiment score, it will probably apply a default meaning for an emoji showing up in all of the posts and neglect actual contexts. As a result, your sentiment score will be misinterpreted.

Solution: human intelligence

In order to understand the true meaning of emojis on social media posts, your social media analytics tool must also get help from human analysts. This way, you can be sure that the insights you get from your customer’s sentiment is accurate and can be used to formulate your business strategy.

To sum up, Emojis on social media are in diverse shapes, sizes, and formats, and as a result can screw up your sentiment analysis results. That’s why your analytics tools or services should have human intelligence involved in the analysis process.

Check out case studies available on our website to learn more about how the combination of advanced social media technology and human intelligence brings valuable insights to your business.

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Tags: Brands, Marketing, Social Analytics, Social Media, Partner Benchmarketing, Social Media Consultation, Brand Ambassadors, Brand Insight, Brand Management, Communication, Crisis Management, Big Data, Influencer Analysis, Influencer Marketing, Sentiment Analysis, Social Listening, Brand Visibility Metrics, Trend Tracking, Organic Conversion Metrics, ROI Measurement, Competitor Benchmarking, Audience Response, Social Media Alerts, Landscape Tracking, Social Media Monitoring, Brand Health Index

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