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
The Social Sentiment Power of Brands’ Everyday Audience
With social audiences relying on other consumers (versus brands) for information and recommendations on everything from laundry detergent to Netflix shows, it makes perfect sense that brands would turn to members of their audience when marketing. Here’s why it’s a...
June Weddings Offer Brands Huge Social Love to Put to Work
Among the other spring occasions brands have to work with – both for selling and connecting to social audiences – are weddings. With June a particularly big month, with 12 percent of couples walking down the aisle, what can brands learn and leverage, whatever their...
Brand Marketing Awesomeness for #PrideMonth
The month of June offers brands a positive and vibrant way to connect with audiences for Gay Pride festivities. And we have more than a few highlights to share, along with a look at the customer understanding excellence these efforts demonstrate. Where It Started It’s...