Toll or Not to Toll Delhi Gurgaon Expressway - 3 Lessons in Twitter Sentiment Analysis

Twitter Sentiment Analysis coupled with social media monitoring could hold solutions to India's most irritating Urban problems. This is what is emerging from the Twitter Sentiment Analysis of the Delhi Gurgaon Expressway pre and post the High Court order.

Today, 20th September, 2012 India's chief opposition party BJP has called for a nationwide #BharatBandh to protest the pro-reform measures of the UPA Government. And #BharatBandh trends no.1 on Twitter as I begin writing this post. Will it continue to trend throughout this day? Well, it remains to be seen. But do We, the People of India, support the #BharatBandh ? Twitter Sentiment Analysis could have the answers. Pragmatic Learning would attempt a Twitter Sentiment Analysis of #BharatBandh in a following post. But for now, we check in to the tweets at Gurgaon Toll Gate.Landmark High Court Judgement On 4th September, 2012 the Punjab and Haryana High Court restrained the Concessionaire of the Delhi Gurgaon Expressway to collect toll charges owing to painful traffic jams during peak and off-peak hours. This decision by the High Court came as a relief to office commuters who criss cross the Gurgaon Toll Gate to attend to office and work responsibilities.

Twitter Sentiment Analysis of the Event

Not surprisingly, the decision by the High Court instantly brought down the traffic congestion at the toll gate. Twitter also went berserk immediately after the High Court ruling became public. The bump up in Twitter traffic is evident in the graph below. But, did the sentiment on twitter change? No clear answers.

3 Lessons from the Twitter Sentiment Analysis

Following the High Court order to stop toll collection on the Delhi Gurgaon Expressway, we attempted the Twitter Sentiment Analysis to discern the pre and post event mood. The following lessons emerged.

#1 Listen to the Voice of the People in its most natural form. Become Proactive

As demonstrated in this Twitter Sentiment Analysis , real people are expressing their genuine experiences and feelings about their surroundings. Public Authorities like the Government and in this case the Gurgaon Toll authorities can listen to all this RAW expressions and then take decisions in the larger interest of the society.

#2 Not all Data is Meaningful and Relevant

This is true. The democratisation brought in by Social Media has also brought in a flood of meaningless useless content. As can be seen from above infographic, there has been no change in the velocity and sentiment of tweets before and after the Event. Does this mean there has been no improvement in traffic as implied by the tweets? It is difficult to say. Could tracking some different keywords have made the difference? Maybe. Therefore, getting hold of "almost accurate" data is vital for Twitter Sentiment Analysis or any Social Media Monitoring Analysis.

#3 Investments in Social Media Monitoring tools and Qualified Manpower

It is imperative that investments in resources and research are done to collect useful actionable insights with social media monitoring. Sentiment Analysis and Social Media Monitoring Tools like Google Docs, Hootsuite, Trackur, Quantum, Social Mention, Topsy are good options to get started. But, it is not enough. The Social Media Monitoring Tools have to be backed up by battery of Analysts who can discern actionable insights.Meanwhile, technically it has been 11 hours since #BharatBandh began. It is still trending no.1 on Twitter in India. To know whether the hashtag was "For" or "Against" would require another Twitter Sentiment Analysis run.

This blog post is brought to you by Inbound Mantra - a Data Driven Inbound Marketing Agency.

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