What is Social Media Sentiment Analysis?
Social Sentiment analysis is the use of natural language processing (NLP) to analyze social conversations online and determine deeper context as they apply to a topic, brand or theme. Our net sentiment score and brand passion index show how users feel about your brand and compares across your competitors.
3 Things you Need to Know
- Social Media Sentiment Analysis is a form of social listening that can improve your bottom line.
- Accuracy is the most important aspect of sentiment analysis.
- Natural language processing (NLP) is key to obtaining accurate customer sentiment.
FAST FACTS
- Advertising Age provides a great source in understanding social sentiment analysis.
- Sentiment analysis solutions deliver impactful insights and can come in all shapes and sizes.
- The Forrester Social Media blog is a great source of information and thought leadership.
Identify emotions and depth of feeling
Emotions – big bold, volatile, passionate emotions – are the driving force behind everything social users share. If you don’t have a way to analyze all that shared sentiment, you can’t possibly know what matters most to the people you want to love your brand. To make the most of Social Media Sentiment Analysis, you’ve got to monitor conversations to learn two key things:
• Whether consumers’ emotions are positive or negative (Net Sentiment).
• How strong those emotions are (Passion Intensity).
When viewed through the lens of conversations about your brand, these combined metrics – measured on a scale from -100 to +100 – establish Brand Passion, a critical value in determining what actions you need to take next. To make that decision, you’ve got to look beyond your brand and get to know your audience intimately.
Ways You Can Use Sentiment:
- Evaluating Your Brand’s Health
To better understand consumer’s feelings towards your brand, it’s important to understand their social sentiment. This insight can lead to driving your understanding of feelings about your company, product, or service.
The ROI can be significant by using an automatic sentiment analysis solution to obtain an overview of brand health. - Dealing with a Crisis
Social sentiment can deliver signals into shifts in your brand health.
A spike in negative posts about your brand can lead to a crisis. Your PR department can use social sentiment tools to find the root of the problem and establish a plan to correct this negativity. - Understanding the Competition
Social sentiment is great in providing a better understanding of how your product or brand is perceived compared to the competition.Once you understand your competitors sentiments, you can use to develop new and innovative ways to change the conversation about your brand.
Learn More About Sentiment Analysis:
Social Media Sentiment Analysis
A Guide to Sentiment Analysis
Emotional decisions go beyond a mere, ‘I want it.’ And so does a thorough sentiment analysis. It breaks down the hidden emotional messaging behind consumers’ posts so you can effectively target them with information that resonates - down to the psychological level....
How Heat Affects Global Consumer Behavior
Frequent reminders of the rising global temperatures call to mind an important thought: What is the effect of heat on business? Given that, among the greatest influences on consumer behavior, the weather is ranked second to the economy, it is a thought brands should...
What Is Social Sentiment Analysis and Why Is It Important?
Consumer opinions and feelings have always mattered – and since the rise of social media, access to them is much easier to attain – and more critical to understand. Social media sentiment analysis is now a mainstay of social media analytics. Let’s explore what it is...