How do you conduct a social media sentiment analysis and what insights can you gain from it?
Social media sentiment analysis is a process of measuring and understanding the emotions and opinions of your audience based on their online comments, posts, reviews, and feedback. It can help you monitor your brand reputation, identify customer pain points, improve your products and services, and optimize your marketing campaigns. In this article, you will learn how to conduct a social media sentiment analysis and what insights you can gain from it.
The first step of conducting a social media sentiment analysis is to choose the tools and platforms that suit your goals and budget. You can use a variety of software and applications that can automatically analyze the tone, mood, and attitude of your social media data using natural language processing (NLP) and machine learning (ML) techniques. Some examples are Hootsuite Insights, Sprout Social, Brandwatch, and Mention. You can also use social media platforms' native analytics features, such as Facebook Insights, Twitter Analytics, and Instagram Insights, to get a basic overview of your audience's reactions and engagement.
-
I can not stress the importance of social media analysis enough. Many companies are spending tons of money for ads. But they don't invest in necessary resources to listen to and take into account the feedback from their clients/prospects, who express their opinions online. Using social sentiment analysis and feedback can help you: ✔️Get ideas on new products/services ✔️Turn upset customers into loyal fans ✔️Get real-time feedback from the market so you can pivot when necessary
-
Analyzing social media comments is crucial for businesses due to these reasons: 1. Insight: Comments reveal preferences and expectations. 2. Reputation: Manage sentiment, show customer commitment. 3. Competitors: Understand perceptions, refine positioning. 4. Innovation: Gather ideas aligned with needs. 5. Marketing: Shape effective strategies through engagement. 6. Segmentation: Tailor campaigns with comment demographics. 7. Crisis: Detect issues early, gauge sentiment for response. 8. **Influencers**: Identify for expanded brand reach. 9. **Trends**: Real-time insights into shifting behavior. 10. **Loyalty**: Engage customers, display customer focus.
-
Social media sentiment analysis is the new market research, but many brands don't see the full potential in it just yet. You can get a competitive edge by learning what your customers say about your brand and product even in real-time. Emerging AI technology now allows this data to be collected from videos as well, so that you know which voice on social talks about your products and how they're actually perceived.
The next step is to define the keywords and queries that you want to track and analyze on social media. These can be related to your brand name, products, services, competitors, industry, or topics of interest. You can use hashtags, mentions, keywords, phrases, or Boolean operators to create your queries. For example, if you want to analyze the sentiment of your customers who bought your new product, you can use a query like: "brand name" AND "new product" AND (love OR hate OR like OR dislike). This will help you narrow down your results and focus on the most relevant and specific data.
-
Social listening is a great way to learn more about your brand, customers and what they are saying! I love using my favorite tool Socialinsider to do consumer analysis as well as competitors analysis.
-
The focus keywords for social listening include your brand name, products, competing products, or your even certain industries. Phrases may also be relevant in some cases, but they need to have sufficient volumes for social listening tools to draw data from. As a tool for market research, social media sentiment analysis can also use industry-specific keywords to help get the pulse of the market before launching a product.
The third step is to collect and categorize your data based on your queries and tools. You can use the tools and platforms that you chose in the first step to gather and filter your social media data from different sources, such as Facebook, Twitter, Instagram, YouTube, blogs, forums, and review sites. You can also set the time frame, location, language, and other criteria that you want to analyze. Then, you can categorize your data into three main sentiment groups: positive, negative, and neutral. You can also use more granular categories, such as happy, angry, sad, surprised, etc., depending on your needs and objectives.
-
Conducting a social media sentiment analysis is like being a detective on the trail of public opinion. It involves combing through comments, posts, and likes to discover how people really feel about your brand. The magnifying glass? That's your analysis tool, sifting through emojis, exclamation points, and sometimes, the mystery of internet slang. The clues you uncover can tell you if your brand is the beloved hero, the misunderstood antagonist, or if you're still an extra waiting for your breakout role. Insights from this analysis can help you craft more engaging content, spot potential crises before they escalate, and maybe even turn your brand into the Sherlock Holmes of customer satisfaction. Happy sleuthing!
The fourth step is to analyze and visualize your data using the tools and platforms that you chose in the first step. You can use various metrics and indicators to measure and understand the sentiment of your social media data, such as sentiment score, sentiment polarity, sentiment distribution, sentiment intensity, sentiment trends, and sentiment drivers. You can also use charts, graphs, tables, dashboards, and reports to visualize your data and make it easier to interpret and communicate. For example, you can use a pie chart to show the percentage of positive, negative, and neutral sentiment in your data, or a line chart to show the changes in sentiment over time.
-
To do all this ^^^ I recommend hiring a data analyst to assist your social and marketing team. Too often social media professionals and marketers are expected to do all the things, but while we can gather data - we are not always well versed in interpreting it! Get the expert to help.
-
All good for manual work, but there are now tools that do this for you in minutes. The good news is this data bridges marketing, sales, and data analytics.
The final step is to gain insights and take action based on your social media sentiment analysis. You can use the data and visualization that you generated in the previous steps to identify the strengths and weaknesses of your brand, products, services, competitors, industry, or topics of interest. You can also use the data and visualization to discover the opportunities and threats that you can leverage or avoid. For example, you can use the sentiment analysis to improve your customer service, enhance your product features, create more engaging content, target new segments, or launch new campaigns.
-
Understanding sentiments is key for success. Analyzing social media provides insights to fuel strategic action 📊. Brand Reputation: Track sentiment trends to assess perception. Leverage positive sentiments, address concerns promptly. Customer Experience: Analyze sentiments for product/service feedback. Improve experiences, deliver value. Competitive Intelligence: Compare sentiments of competitors. Differentiate, capitalize on gaps, refine strategies. Campaign Evaluation: Measure sentiment shifts for campaign effectiveness. Optimize initiatives for engagement, ROI. Uncover insights, shape strategies, drive growth. Start leveraging sentiment analysis for data-driven decisions. 📈💼
-
The ability to analyse your social insights and then repeat what is working or pivot to a different tactic is perhaps the most underrated marketing skill. We have so many different insights at our fingertips as marketers and instead of just sending through a spreadsheet of gained “likes” and “followers”, taking time to properly analyse the insights including social media sentiments and then adjust the strategy to suit is the real marketing flex. I truly believe it’s what separates the hobby marketers from the pros. Plus, it is the embodiment of the “always be learning” mindset in action.
-
If you don’t have all the fancy tools to listen, don’t worry too much. Just spending time everyday reading your comments and taking notes is a huge step in the right direction, and is often times all smaller businesses and brands need in the beginning.
-
Here's a good example. Imagine you're launching a new product on social with new influencer campaigns. How do you know what they say and what their audience says about your product? Yo do social listening with video insights to gain true eye-opening perspectives on your product in real-time.
Rate this article
More relevant reading
-
Social MediaHow can you use sentiment analysis to improve social media engagement?
-
Social Media MarketingHow can you use sentiment analysis to understand your audience better?
-
Content StrategyWhat are the most effective ways to use sentiment analysis for social media?
-
Social MediaHow can you analyze social media data more effectively?