Sentiment-analysis programs promise to automate the process of monitoring brands' social buzz -- but marketers should remember that computers aren't mind readers, writes Tom Webster. Many monitoring services are heavily skewed toward Twitter's short, easier-to-parse updates and largely ignore lengthier blog posts and updates. That means there's a bias baked into their results, suggesting that marketers shouldn't rely too heavily on computers to figure out what people think about their brand, Webster argues.

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