• by Gavin O'Malley , Staff Writer @mp_gavin, January 30, 2014

These days, a lot of tech vendors will tell you they can gauge consumer sentiment with 75% accuracy. Unfortunately for clients, however, it’s usually more like 60-65%, according to Michoel Ogince -- Director of Platform & Product Strategy at social media agency Big Fuel Communications. Yet, the science of sentiment tracking is getting very interesting, Ogince told attendees of MediaPost’s Social Media Insider Summit on Thursday. The industry is close to measuring “true emotions around sentiment,” he said. With the help of smart agencies, clients should then be able to respond appropriately to consumers’ unique emotional responses. “Connecting sentiment to conversions” is where the industry is going, Ogince said.