Sentiment analysis is a text mining tool that interprets the polarity of comments, articles, posts, or any online content you need to analyze. Sentiment analysis can help to discover how people feel and can be applied to everything that has words in it, from customer reviews, to social media and blog posts, to articles from anywhere in the world. Learning from data collected through social listening and sentiment analysis can help inform strategic decisions, messaging, marketing and communications strategies, and improve the overall experience of your brand.
In short, social listening and sentiment analysis provides a deep understanding of your audience, empowering you with actionable insights and clear paths to connect with them in the most impactful ways.
Online content – particularly social media – is one of the most powerful sources of information. People use social media to connect with others, learn about and purchase products and services, research topics they care about, and engage in discourse by posting, leaving comments and reactions, or resharing content when they have an opinion or experience to share. In this case, social media is a convenient way to understand how people feel about certain topics, current events, a brand/product/service, or an experience.
While applicable to any online content (including blog articles and customer reviews), a unique value of tracking sentiment on social media is the ability to collect real-time reactions and unfiltered opinions of social media users, and monitor the latest postings and reactions to track and contextualize real-time change in sentiment.
Gaining a relevant and accurate understanding of your target audience’s feelings and opinions is the stairway to creating meaningful connections. The more people feel heard, seen, and understood, all the more encouraged they will be to engage with your brand, business, or organization.
So, how do we get there?
Performing sentiment analysis on data derived from social listening starts with determining your burning question:
Based on the core question you are looking to answer, data can then be collected by pulling all posts and comments, including a key word (perhaps the name of your product or event, or posts containing the word “vacation”), a tag of your brand or company’s name, a trending hashtag, etc.
With the data collected, posts will be analyzed to determine the polarity of the tone of the content, categorizing them with one of 3 core labels: positive, negative, or neutral. With these 3 buckets, deeper sentiment analysis can be performed on comments and reactions for a clearer understanding of what people really feel and think about content in the posts.
Sentiment analysis allows us to contextualize the feelings and opinions of the audience and dig into the nitty gritty of what people are expressing online. Here are a few examples:
With the contextualized data gathered from performing social listening and sentiment analysis, the resulting insights translate to clear, actionable paths forward to connect with the target audience and strengthen your brand image. For each of the examples above, here are some strategic applications of the insights gathered from the research:
Performing sentiment analysis on data gathered through social listening is one of the most effective ways to gain a real-time, contextualized understanding of the thoughts and feelings of your audience. Using the information learned from this unique type of research to inform your strategies builds connections with your audience that go beyond the surface by demonstrating that they are seen, they are heard, and they are understood by your brand. That is what makes the strongest Brand Experience.
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