Now here is an idea. What if a clever algorithm could look at your Facebook posts and analyse your behaviour? What if it could form a pattern of your moods, and see exactly how you are feeling based on what you post? More importantly, what if it noticed something was good or bad, and it automatically informed your friends, or you about your friends. Alex Sass, a social media expert for various large brands had the same idea, and formed his company called PostMood.com.
In doing so, PostMood offers the answer to a very interesting question. How exactly do we come across on Facebook? In doing so, not only does it provide an efficient mood tracker, but it also answers the very interesting question that most brands face when they analyse their own posts. What is their brand? What mood do they represent? And more importantly, is their interaction how they want it to be?
More importantly, all of this is done via software, not requiring any manual input from users, nor needing any clever wearable devices.
The system hasn’t been live that long, but already in its first month, it has analysed mode than 10,000 individual profiles and over 9 million Facebook posts, around USA, UK and Australasia. The apparent differences in personality and mood have been published as an infographic, and a sub-study focused on the UK mood in the week before and after Brexit was also published, as available below:
As is evident, and was felt nation-wide, there was a major drop in moods all over.
Are all your posts being analysed? Has Facebook given away your posts for analysis? No. In fact PostMood is not related to Facebook at all, and if your posts are private, they will remain private till you opt in. As such, this is an opt-in project, though combined, it could turn into the largest study of sentiment and emotion compiled in this manner.
So, how does it work? It uses ultra-high-speed text classification software, which predicts your online personality, mood and sentiment. This is done based on an initial 30 day analysis of your Facebook posts. As time moves on, users can then track through time to identify how various things, people or places affect them, lift their moods or bring them down. Through a MoodBuddy system, it’s easy to see at a glance if mood of a friend has shifted dramatically, giving you the opportunity to react when one of your friends or family is distressed.
A bonus feature is that it also helps people control their privacy on Facebook, which is pretty much one of the most confusing parts of Facebook, specially with all the changes they keep on pushing.
One of the real values from this project definitely comes for brands, as they can analyse their own posts as well as those of their competitors. The following video shows more about how PostMood can not just work for you, but also for your brand.
PostMood was invented by Alex Sass, a social media expert who consults for large brands. He stated :
“Initially I was seeking a way to see through a flurry of Facebook posts and get an alert each time a friend’s mood dropped. In developing PostMood it became apparent that we were answering a much bigger question, ‘How do we come across online?’ We’ve gained the ability to measure how regional and global events impact on our emotions at a micro-level as well as explore differences in cultural online personality. It’s not always easy to understand how we come across to others, I hope this will help.”
Mark Zuckerberg himself once noted the importance of measuring how we come across on Facebook. He stated,
“Think about what people are doing on Facebook today. They’re keeping up with their friends and family, but they’re also building an image and identity for themselves, which in a sense is their brand.”
More on PostMood as well as how to try it out for free can be found on their website.