When it comes to analyzing Latin Americans' posts on Twitter, using only the
hashtag to measure social sentiment leaves a lot of data out of the picture.
That's according to Jorge Mujica, social sentiment project leader for IBM
Latin America. "Many times in the analysis done with respect to [tweets],
hashtags are the only way to analyze the data in South America. But in a best
case scenario, hashtags only represent 43% of all the opinions expressed on
these issues," Mujica told BNamericas. "The majority of data here isn't
analyzed and this can define the trends." "All of this data being generated is
fundamental for authorities, governments and companies to make informed,
better decisions for their cities and countries," he said, commenting on IBM's
just-released Latin America social sentiment study. "Latin America has a
strong participation in social media when compared with other regions - we're
a point of reference on Twitter, Facebook and others." In fact, according to
the study - which analyzed more than 135mn tweets from Latin America during 22
days in September - the trending topics and tweets that employ hashtags
averaged only 23% of all posts. The social sentiment analysis ...