What is sentiment?
Sentiment refers to the overall emotional tone or attitude expressed in online discussions about a specific topic or brand. It is usually categorized as positive, negative, or neutral. Social intelligence tools use natural language processing to analyze the language used in online discussions and classify the sentiment. By tracking and analyzing sentiment, organizations can gain an understanding of how their products or brand are perceived by the public and identify areas that need improvement or potential risks.
Why is Sentiment important?
Sentiment analysis can provide valuable insights into public perception and opinion about a specific topic or brand. By tracking and analyzing sentiment, organizations can:
- Identify areas for improvement: If the sentiment around a brand or product is predominantly negative, it can be an indication that there are issues that need to be addressed in order to improve the public’s perception of the brand.
- Monitor brand reputation: By tracking sentiment, organizations can identify potential risks to their reputation and take steps to address them before they become major problems.
- Inform marketing and branding strategies: By understanding the sentiment surrounding a brand or product, organizations can tailor their marketing and branding efforts to better align with the needs and preferences of their target audience.
- Monitor customer satisfaction: By tracking sentiment, organizations can identify customer complaints or issues and take steps to address them in a timely manner.
In summary, tracking and analyzing sentiment can help organizations stay aware of the needs and opinions of their customers and the general public, and make informed decisions that align with these factors.
What is an example of Sentiment?
There are several ways to measure sentiment in social intelligence for a brand. One way is to track the number of positive, negative, and neutral mentions of the brand or product on social media, news outlets, and other online platforms. These mentions can be collected and analyzed using social intelligence tools or by manually searching for and tracking discussions about the brand.
Other metrics that can be used to measure sentiment include the engagement (likes, comments, shares) with posts that mention the brand or product, and the sentiment expressed in these discussions. By monitoring and analyzing these metrics, a brand can gain a better understanding of the overall sentiment surrounding its products and reputation.
For example, if a brand wants to track the sentiment surrounding its customer service, it could collect data from social media platforms and news outlets, and use this data to calculate the number of positive, negative, and neutral mentions of the brand’s customer service. This information can then be used to inform customer service strategies and identify areas for improvement.
Calculate Sentiment
The method for measuring sentiment in social intelligence can vary depending on the specific metrics being tracked and the tools used to collect and analyze the data. Here is one example of how sentiment might be calculated:
- Identify the relevant online channels and sources where discussions about the brand or product are taking place (e.g. social media platforms, news outlets, blogs).
- Collect the data from these sources using a social intelligence monitoring tool or by manually searching for and tracking mentions of the brand or product.
- Use natural language processing algorithms or manual analysis to classify the sentiment of the discussions as positive, negative, or neutral.
- Calculate the volume of positive, negative, and neutral mentions by counting the number of times each sentiment is expressed.
For instance, if a brand is tracking the sentiment surrounding its new product launch, it could collect data from social media platforms, news outlets, and blogs, and use this data to calculate the volume of positive, negative, and neutral mentions of the product. This information can then be used to inform product development and marketing strategies.
What you can measure with Sentiment
There are various metrics that can be tracked and measured with sentiment in order to gain insights into the emotional tone or attitude expressed in online discussions about a particular topic or brand. These metrics can include:
- Volume of positive, negative, and neutral mentions: This refers to the number of times a brand or product is mentioned in a positive, negative, or neutral context on social media platforms, news outlets, and other online channels.
- The sentiment of specific topics: The emotional tone or attitude expressed in discussions about a specific topic on social media platforms. This can be measured as positive, negative, or neutral.
By tracking and analyzing sentiment, organizations can gain a better understanding of how their customers perceive the brand and the products and use this information to inform marketing and business strategies.
Read more about Sentiment
How L’Oréal aligns its social media strategy using Palowise
How Nestle measures campaign success and manages its brand reputation
How Tommy Hilfiger uses Palowise to discover & analyze influencers
Why Palowise?
- #1:Use the industry's top artificial intelligence to handle the heavy work for you and gain insights in minutes.
- #2:Receive an alert if something major occurs near your customer.
- #3:Identify the influencers, material, and messaging required to generate success in real-time.
- #4:Manage cross-channel campaigns with multidisciplinary groups and infinite channels.
- #5:Monitor engagement and sentiment to get valuable insights.
- #6:Monitor trending topics of discussion among users.
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