Jenny Chan 陳詠欣
Jul 17, 2015

Lamplight rethinks effect of Asian vernaculars on social analytics

HONG KONG - Mandy Chi's Instagram post mentioning her eye capillaries bursting halfway through a Cathay Pacific flight is one example of a negative post associated with a brand on social media. But there is a wider range of sentiment that Lamplight, a new social data analytics company, is trying to help marketers understand.

The 'Lamplighters'

People think of social media sentiment as purely negative or positive, but it may not be extreme black or white in a number of cases, said Sam Olsen, CEO at Lamplight Analytics. It is in a grey spectrum depending on context.

Instagram user Mandy Chi's post in traditional Chinese began with Halfway on the CX845 JFK-HKG flight, my eye capillaries burst. Fortunately I prepared eye drops, but they stung my eyes with...

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