Using social media sentiment analysis for interaction design choices: an exploratory framework

Social media analytics is an emerging skill for organizations. Currently, developers are exploring ways to create tools for simplifying social media analysis. These tools tend to focus on gathering data, and using systems to make it meaningful. However, we contend that making social media data meaningful is by nature a human-computer interaction problem. We examine this problem around the emerging field of sentiment analysis, exploring criteria for designing sentiment analysis systems based in Human Computer interaction, HCI. We contend that effective sentiment analysis affects audience analysis, and can serve as a basis for communication design choices that support strategic relationship goals for organizations