Monday 12 October 2009

President Obama's Nobel Peace Prize Viewed Positively in 62 Percent of Twitter Messages

Attensity Analyzes Sentiment Expressed in 25,000 Tweets

PALO ALTO, Calif., Oct. 9 /PRNewswire/ -- Attensity(TM) Group, the leader in business user applications that generate value from unstructured data, has released its analysis of public reaction to today's award of the Nobel Peace Prize to President Barack Obama. The surprise announcement created a huge flutter on the Twitter micro-blogging site, resulting in thousands of postings.
Using Attensity Cloud, the newest product addition to Attensity's semantic analysis application suite, 25,000 discussion-oriented messages, or "tweets," were pulled from Twitter. All 25,000 tweets were then analyzed by Attensity's Voice of the Customer (VoC) solution, using Attensity's social media domain. Results were created using Attensity's out-of-the-box Sentimetrics analysis. Findings include:
Sentiment in Twitter towards President Obama's win of the Nobel Peace Prize:
8 percent extremely positive
54 percent positive
2 percent neutral
34 percent negative
2 percent extremely negative
In addition to overall sentiment, Attensity also analyzed tweets to determine whether people felt President Obama deserved the Nobel Prize, with these results:
54 percent felt he did deserve the Prize
30 percent questioned whether he deserved the Prize
16 percent felt he did not deserve the Prize at all
Attensity's VOC solution assigned a Sentimetrics Score(TM) of 64 to the sentiment associated with President Obama winning the Nobel Prize. The Sentimentric Score is an Attensity proprietary calculation that enables organizations to track sentiment movement over time. It takes into account and weighs sentiment by degrees of sentiment, and is then normalized based on the number of sentiment-based facts found by Attensity's VOC solution.
To view the pie chart analysis, go to Attensity's web site:
"We expected there to be a great deal of buzz generated by the announcement of the Nobel Peace Prize laureate, but today's surprise designation of President Obama caused a tremendous flapping of wings in the 'Twittersphere,'" said Michelle de Haaff, chief marketing officer of Attensity Group. "It's rather interesting that there were so few Extreme Negatives, but perhaps that provides insight into the age and politics of Twitter's user base."
Attensity's Solutions
Attensity Cloud is designed to allow organizations to monitor, analyze and respond to social media together with internal customer conversations in email, surveys, and CRM systems. Powered by Radian6, the social media monitoring platform for marketing, communications and customer support professionals, Attensity Cloud ( enables real-time active monitoring of social media to identify trends, influencers and sentiment. Attensity Cloud enables people to determine which conversations are relevant and active, engage in dialogue with the community, and understand which sites and people are the most influential for their organization. The results can provide a foundation for crafting strategic decisions, and to measure and analyze the impact of various social media initiatives.
By combining Attensity Cloud with Attensity's flagship Voice of the Customer (VoC) application (, organizations can extend keyword analysis to actionable insights on issues found in social media. They can take advantage of Attensity's deep text analysis capabilities to analyze not only social media information, but also structured and unstructured information from internal sources, including email, Customer Relationship Management (CRM) databases and surveys for a 360-degree view of customer issues, opinions, ideas and requirements. Organizations can compare "Top Issues" in social media with "Top Issues" in direct communications, to address customers' greatest needs. Users can drill down into details around sentiment and root cause and identify the reasons why customers will or will not buy again.
Entry level pricing for Attensity Cloud starts between $500 and $1,200 USD per month.
Additional Resources
Read Attensity's whitepaper, "Monitor, Analyze, Respond and Repurpose: Toward a more effective utilization of social media."
Watch a video via Attensity's blog demonstrating analysis of "tweets" on a new KFC sandwich:
Register for a free webinar demonstration of Attensity Cloud on Thursday, Oct. 22, at 11:00 a.m. PT:
About Attensity Group
Attensity Group provides business user applications that generate value from unstructured data. Its comprehensive family of solutions leverages semantic analytics to enable knowledge management professionals, business leaders, customer support personnel and customers to interpret and manage an organization's unstructured data to get relevant and actionable answers -- fast. Attensity Group's award-winning software is in use by more than 250 of the Global 1000 and by large government agencies to deliver powerful insights, enhance operational efficiency, reduce risk exposure, and ensure increased customer satisfaction. The Service & Support Professionals Association (SSPA) has honored Attensity Group with its 2009 Recognized Innovator Award. Attensity Group, with more than 500 installations worldwide, services customers from multiple offices in the U.S. and Europe. The company's go-to-market entities are Attensity Americas and Empolis in the EMEA region. Attensity Group's corporate headquarters are in Palo Alto, Calif. More information is at Follow Attensity on Twitter at and read the corporate blog at
©2009 Attensity Group. Attensity and Sentimetrics Score are trademarks of Attensity Group in the United States and/or other countries. Other brand and product names are trademarks or registered trademarks of their respective holders. Information is subject to change without notice. All rights reserved.

Michelle de Haaff
Attensity Group
(650) 433-1700
[email protected]

Lisa Hawes
Sterling Communications
(408) 884-5155
[email protected]

SOURCE Attensity Group

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