Canvs has been providing us with sentiment analysis of tweets around TV shows for a few months now, but has today announced a formal partnership with Nielsen and its Twitter TV Ratings. Canvs, then, becomes the first completely syndicated qualitative social TV platform, giving both networks and marketers more tools to extract meaning from viewer tweets.
In the social analytics world, sentiment analysis – once hot – has been largely cast aside. We asked Mashwork Founder & CEO Jared Feldman about this and he said that sentiment analysis “has been dismissed out of hand for so many years” because the solutions have been incomplete.
“We built Canvs to be actionable because the “positive,” “negative,” and “neutral” categorizations that come standard with most social media tools simply aren’t useful to marketers,” Feldman said. “Automated tools are unable to parse complex emotions like “I hate how much I love Scandal.” Further, what if hate is a goal? While a Tweet about despising Joffrey from Game of Thrones means the production team at HBO did its job, a traditional tool would simply label that tweet “negative.” Canvs not only tells you what was “good” and “bad” about a show, but it also tells you which characters were attractive or annoying and which plot lines made people say WTF or SMH. These nuanced insights give marketers the ammunition they need to react to how their audiences really feel.” Read more