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Enterprise Competitive Analysis and Consumer Sentiments on Social Media Insights from Telecommunication Companies

机译：来自电信公司社交媒体见解的企业竞争分析与消费者情感

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The utilization of Social media tools in business enterprises has tremendously increased with an increased number of users and a corresponding upsurge in time spent online. Online social media services such as Facebook and Twitter are used by companies to introduce new products and services, provide various supports and interact with customers on daily basis. This regular interaction of businesses and consumers results in huge amount of customer-generated content which is becoming a source of insight in analysing the often erratic consumer behaviour. For companies to harness the business potential of social media to increase competitive advantage, sentiments behind textual data of both their customers and that of their competitors must be keenly monitored and analysed. This paper demonstrates how companies especially those in the Telecommunication industry can seize the opportunity presented by social media to mine textual data to gain advantage over competitors by cumulatively understanding consumer opinions, frustrations and satisfaction. Using Facebook and Twitter sites of the top three telecommunication companies in Ghana: MTN, Vodafone and Tigo the paper reveals insights from unstructured texts of customers of these three companies. The results show (1) the exponential growth of social media users in Ghana (2) impact and numbers behind active social media participation in the telecommunication industry (3) the power of social media opinion mining for competitive analysis (4) how business value could be extracted from the huge unstructured textual data available on social media and (5) the company that is more responsive to customer concerns.
机译：商业企业中社交媒体工具的利用率随着用户数量的增加和在线花费了相应的高度而增加。在线社交媒体服务，如Facebook和Twitter，由公司推出新产品和服务，提供各种支持，并每天与客户互动。业务和消费者的定期互动导致大量的客户生成内容，这成为洞察力的源自，即在分析通常不稳定的消费者行为方面。对于利用社交媒体的业务潜力来提高竞争优势的公司，必须敏锐地监测和分析他们客户和竞争对手的文本数据背后的情绪。本文展示了如何特别是电信行业中的公司如何通过累积理解消费者的意见，挫折和满意度来利用竞争对手来利用竞争对手来抓住社会媒体的机会。使用Ghana中三大电信公司的Facebook和Twitter网站：MTN，Vodafone和Tigo本文揭示了这三家公司客户的非结构化文本的见解。结果表明（1）加纳社会媒体用户的指数增长（2）积极社交媒体参与电信业的影响和数量（3）社会媒体意见竞争竞争分析的力量（4）商业价值如何从社交媒体上提供的巨大非结构化文本数据提取，（5）该公司对客户担忧更加敏感。

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