Every type of business needs to know what consumers and the public are saying about them and their brands. Sentiment analysis is one of the most powerful tools to evaluate and interpret collective online opinions about companies, products, services, brands and customer service experiences.
Sentiment analysis of social media creates valuable insights into social media sentiment. Every social media strategy should include an element of sentiment analysis that continually evaluates the positive and negative moods of social media users, posts, and interactions. Tracking this sentiment helps business leaders understand collective complaints, feelings, and desires.
Advertising and marketing staff benefit from having as much audience and demographic information as possible. Understanding how target consumers react to recent events, products, and campaigns will help management strategically plan more engaging content. For example, social media-based sentiment analysis may reveal that online conversations are focusing on how a new product negatively impacts the environment.
Better Customer Service
Monitoring social media sentiment helps customer service reps and office support staff who bear the brunt of product complaints and service grievances. Management may preemptively minimize negative sentiment by monitoring online dissatisfaction and effectively responding to isolated concerns before they grow. This is especially critical for service-based industries like insurance, banking, hospitality, and healthcare. These industries rely on word-of-mouth marketing, so it’s important to be continually tuned into consumers’ reactions and experiences.
Public Relations Enhancement
Corporate messaging and public relations are now at the mercy of technology-empowered consumers who use social media to raise awareness and fight just causes like sustainability and corruption. PR professionals must always be aware of how fickle audiences change their brand perception. PR content will be relevant and targeted because sentiment analysis accurately gauges the target audience before messages are shared. For example, sentiment analysis identifies keywords for executives and PR professionals to use in their communications.
The easiest way to take advantage of sentiment analysis technology is through online tools and services that help companies monitor conversations about their brands, products, and services.