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Social Media Challenge: Sentiment Analysis in Maruti Suzuki India Ltd.

The growth of social media platforms and its users has shown a stupendous growth since 2005. According to a survey done by Social Media Examiner with social media marketers, 83% of the respondents agreed that social media is the need of the hour for organization because customers use it for giving their opinion about the product/service the organization offers. It’s a proven fact that social media distributes information much faster than traditional word-of-mouth. Thus, it’s more important than ever for organisations to monitor what is being said about their product/service across all social media networks. Social media monitoring requires gaining insight for the positive, negative or neutral opinion given by the users or in other words gaining insight for sentiment analysis. On the basis of sentiment analysis, organisations can identify the opportunities, implement novel strategies, adjust campaigns duly and improve their brand image leveraging the power of social media. This study focuses on the challenges faced by India’s leading automobile company, Maruti Suzuki India Ltd. during the process of sentiment analysis.