Social Media Monitoring Gets Sentimental
Sentiment is not just for greeting cards anymore.
Blogs, online recommendations and ratings are packed full of emotions ranging from enthusiastic kudos to searing complaints. How can a business take all those feelings and translate them into hard and actionable data?
According to a New York Times piece, sentiment trend analysis is fast becoming part of any comprehensive social media strategy. The process works by automatically parsing online brand mentions. Human emotions, expressed in blogs, Tweets, and reviews, are categorized as positive, negative or neutral comments.
For example, consider Tiger Woods’ recent troubles. One social media monitoring analysis of Woods-related chatter revealed that the positive talk that abounded before the scandal took a nosedive toward the negative after his public apology.
While it’s obvious how positive or negative comments can drive customer relationship management (CRM) and social engagement, it’s important not to write off those neutral comments. Known as “white space,” these conversations can be a starting point for turning someone who is blasé about your brand into an enthusiastic brand fan and online influencer.
Consistent sentiment trend analysis is important, too. The brand might be trending highly positive today, but fickle consumers and market conditions can turn chatter south quickly. By setting up a regular analysis, you can get a handle on subtle—or not so subtle—shifts in the way customers feel about the brand and the products.
Examining sentiment trends can be a daunting task when you consider that the brand may generate hundreds or thousands of mentions. A proven, automated process is the ideal way to produce the results you need to make reasoned decisions—that makes sentiment analysis a smart addition to any CRM plan.
Give your social media strategy a boost by investing in a professional sentiment trend analysis. Contact Social Strategy1 today.