Let’s imagine a new product is being released in the market and everybody is talking about it on social media. There is a plethora of Facebook posts, Twitter tweets and Instagram posts tagging the product and the business. The product can be great, average, or bad; and a lot of memes have been created about this product launch as well. This is social media sentiment, and social media sentiment analysis helps brands analyze peoples’ attitudes and feelings regarding their brands on social media, to understand whether it’s indifferent, positive or negative.
What is social media sentiment? In a nutshell, the perceived positive or negative mood exhibited in any social media post or engagement. However, we must understand that not all social media exposure (like comments on social media) is viewed as good exposure.
Some comments may complain about the company, brand, product, service or an employee. If the number of complaints is higher than good reviews, then the company is in hot water for such feedback. What also needs to be checked is whether such complaints are real or not.
Measuring social media sentiment is usually referred to as social media sentiment analysis which is an important aspect of social media monitoring, social media planning, social media analytics and social media management itself.
Understanding the emotional perspective behind any social media post and comment helps companies and brands proceed and respond to irate customers, strategize for the upcoming time and also to help create new, needed and relevant posts.
Now, let’s see why understanding social media sentiment analysis is important.
1. Provides Insights into Your Audience
Brands and marketers must understand their audience’s reactions to their posts, so they can strategize and plan for upcoming campaigns and content. Paying attention to social sentiment also helps a brand take needed actions (i.e., more product placement, product recalls, and donations for a needed cause) and adjust the brand message accordingly. Monitoring the audience’s sentiment also helps the brand avoid sending any tone-deaf message to its audience.
2. Supports an Integrated Customer Service Platform
It is important for customer service functions to monitor social media sentiments. The users in these roles can observe customer dissatisfaction and thereby react quickly and effectively before the negative sentiment spreads.
The higher the level of courteousness, professionalism, and responsiveness the customer support personnel portray, the greater the chances of preventing the negative sentiment and providing customer satisfaction.
Restaurants, hotels, clubs, banks, and hospitals have to listen to what the public says and expects of their respective brands.
3. Plays an Important Part in Brand Perception
All professionals involved in the marketing, branding, service support, public relations and corporate communication functions need to be aware of brand perception. Before a message is sent or a post is placed on a platform, social media sentiment analysis helps them understand the mood of the target audience.
Apart from that, understanding social media sentiments through social media analytics helps brands observe the kind of posts the audience responds to.
Social media sentiment analysis is, in fact, the epitome of social media management and helps brands understand the audience’s feedback to certain activities, products, posts, services and attitudes. Moreover, brands can also use this analysis to filter out false reviews. Get in touch with us to help plot a course that leads to a superior customer experience and keeps your social media sentiment positive.
