Social analytics' questionable conclusions

Social media analysts aren’t mind-readers. Tracking likes and tweets may be easy but measuring true sentiment is a whole different thing.

IBM served up some unusual results with its latest volley of social media analytics at this year's  Australian Open. It looks like Victoria Azarenka didn't just pick up her second Australian Open title but was along the way crowned the tournament's most popular player.

That announcement would seem a tad surprising, given that  Azarenka's timeouts during her semifinal left a bemused crowd somewhat hot under the collar. 

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