Let us assume for a minute that your product is an online shoe store, that your conversation mining source is X and you’re mining to understand users’ current sentiments on your latest launch of winter boots.

Sure, people are talking about your launch online. But what types of conversations are these? Conversations about your latest shoe launch could be positive, meaning that you’ve done a great job. Or, it could be negative, showing you that there is still room for improvement. Or, it could be an equal amount of positive and negative, meaning that your audience is diverse and has varying preferences.

Conversations can be addressed directly to your brand or conversations about your product can take place without you. A user could simply comment about your launch, another could possibly tag you to get you involved in the conversation. Each type of conversation is uniquely helpful and can provide you with valuable insight into your product.