How does the world feel right now? In 2005 wefeelfine.org scoured the world’s blogs for the keyword ‘feel’ and, via an artful and compelling interface, presented each author’s snippets of text and images as a beautiful representation of the mood of the world. Jump forwards to April 2010 when 50,000 websites integrated Facebook ‘Like’ buttons in the first week of its availability. Now with the growth of Twitter, that flow of micro-opinions and feelings has become a torrent. Social media clearly likes to express personal opinion.
Mid way between the pure art of wefeelfine.org, and the visceral grunt of Facebook’s ‘Like’ is a grey area of mostly unquantified social thought. That’s where sentiment analysis (also known as opinion mining) resides. As its tools and techniques become more sophisticated it will reap valuable insights from the cacophony – for brands, governments and researchers to understand the feelings of the masses, and then respond to them – without the need for surveys, polling call centres, or focus groups.

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Scott David has 15 years’ experience in the web development and branding industries, and holds a BA Hons in Philosophy and an MA in Graphic Design. He leads the web and design teams at his Digital Brand Communications Agency, Flock, and at Business21C, the knowledge hub for UTS Business School in Sydney.