WTW Vocabulary - Week 8

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Social Listening

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The process of tracking digital conversations to understand what customers are saying.

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Sentiment Analysis

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Categorizing opinions in text to determine attitude as positive, negative, or neutral.

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Brand Affinity

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Emotional connection or loyalty a customer feels toward a brand.

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Listening Dashboard

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A tool or platform that aggregates real-time online feedback and data for analysis.

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Conversational Trend

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A theme or subject that organically emerges in online discussions.

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Discourse Pattern

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The structure and tone of public dialogue on a specific topic.

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Social Sentiment Spectrum

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A nuanced range of emotional responses people express online.

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Micro-Influencer

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A social media user with a small but highly engaged following.

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Comment Mining

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Analyzing user comments to extract opinions, themes, and useful data.

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Digital Footprint

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The trail of data people leave behind online—likes, posts, shares, and comments.