Accurately tracking brand sentiment—how people feel about your brand on social—is vital to strategic marketing. A sentiment analysis—which analyzes thousands of tweets, likes, posts, updates, product ratings, and reviews—can offer quantifiable metrics revealing how your products, promotions, and messages are resonating with target audiences. By accurately tracking how various audience segments feel and react to your brand, you can make adjustments to build deeper and more profitable relationships.
- Don’t just monitor the main social networks. Social is bigger than Facebook, Twitter, and Linkedin. It also includes blogs, forums, and other types of online communities.
- Look for sentiment trends over time. Just as you wouldn’t make product decisions based on a day of web traffic, don’t make marketing decisions based on one day of sentiment, good or bad.
- Use negative sentiment as lead generation. Listening to what people are saying about your competitors can showcase weak spots in their offering. Think of it as an opportunity to help, and have the appropriate salesperson send the customer something useful. Are customers dissatisfied with a competitor’s product? Can you pick up the slack? Monitor the competition to tighten your offerings and drive leads for your sales team.
- Sort posts by sentiment type. Set up a social listening tool to rank the sentiment of each post so you can quickly scan the good, the bad, and the urgent.
Tips for Global Brands
Social listening on a global scale brings time zone, language, timing, and prioritization challenges.
- Make sure your social listening software can analyze posts in the native language. Translation software doesn’t always capture local sentiment.
- Include global social media sites: find the most popular social media sites in the markets your customers are in, like RenRen for China and Orkut in Brazil.
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