Social media sentiment analysis is the process of analyzing conversations on social media platforms using natural language processing (NLP). By doing social media sentiment analysis, you get to know the deeper context behind a tweet, status, post, comment, and reply.
In this blog, we will take you through the process of social media sentiment analysis. Further, we will help you understand how you can use sentiment analysis to capitalize on your social media presence.
What is Sentiment Analysis?
The practice of identifying the emotions of audience can be termed as sentiment analysis. Every post of yours will have some tonality to it which decided its emotion. Measuring this emotion is doing sentiment analysis! Here you are trying to crack what the audience feels about your content.
Sentiment analysis takes into account the shares, comments, mentions, hashtags that say something about the content you have posted. These interactions help you study emotions being generated by your audience. Further, it tells you how people are perceiving your brand on social media.
How Many Types of Sentiments Are There?
Emotions cannot be classified clearly but in sentiment analysis, sentiments can be categorised broadly. All brand mentions and conversations, typically wear a particular sentiment. It could be a positive, negative or neutral sentiment. Further, a content post may make them happy, sad, or disappointed. Tracking this will enable you to gauge whether your brand is being perceived in the right manner.
Social media sentiment analysis is the measurement of the sentiment that is being portrayed around your brand.
What is the Objective of Sentiment Analysis?
The idea behind social media sentiment analysis is to capture the overall sentiment associated with your brand. So far, you have been measuring the total volume of mentions and conversations associated with your brand.
With sentiment tracking, you can get a clearer picture. Social media sentiment analysis allows you to get a qualitative measurement of every mention and conversation. Every conversation around your brand unveils important user sentiments that can directly feed into your overall business strategy.
We have already established how crucial online sentiment analysis is, it is necessary to understand how accurate sentiment analysis is.
Analysing sentiments is not possible for a machine! However, after taking into account several metrics it is possible to know what kind of sentiment your content is generating. This analysis will also help you figure out content that is generating negative sentiment towards your brand.
Well, this brings us to what is a good sentiment score?
Sentiment analysis tools take into account several metrics before giving you a brand score. Right from impressions, reach to retweets, depending on the platform, tools measure each metric and give brands a sentiment score. This score tells you whether the conversation around your brand is positive, negative, or neutral.
Why do We Need Social Media Sentiment Analysis?
When checking how our content is performing on social media platforms, we usually look at the fixed set of metrics to track. But that won’t tell you the entire story.
Brands push content on social media platforms to generate a reaction. Every image, text, or video that goes on a brand’s page is for connecting with the target audience and generating a reaction.
Almost every content piece carries an emotional tone to it but whether that sentiment is rightly passed on to the user or not is the question. Many times, brands post content that backfires which can hamper the brand image. Hence, it is necessary to look at online sentiment analysis.
With social media reports, you are tracking the important metrics to check how well your content has performed. By adding data from social media sentiment analysis to your reports, you can do much more. As your brand grows, there will be more and more users talking about it online. You will start getting an overview on how customers are feeling about your brand. With that, you will also change your social media content strategies, as and when you are directly engaging with your customers.
As a marketer, brand manager or analyst, one should use sentiment analysis to understand how users feel about the content posted on social media. This gives a good picture of how users are also feeling about the brand, your competitors and the overall industry they are in.
Are followers reacting positively to your posts?
Is the customer happy with the new update on your platform?
Is he or she disappointed with a new product?
Is the user planning to buy your services?
You can gauge the answers to all such questions if you analyse the sentiments of the audience online.
What Insights Can You Get Through Sentiment Analysis?
Every audience conversation has something valuable to offer and with the help of social media sentiment analysis, you can put every mention and conversation into context. Sentiment analysis gauges the emotion that your content and your brand are provoking. Let’s look at the different ways in which social media sentiment analysis can feed into your brand and social strategy. This will broadly help you understand how sentiment analysis is done.
Capture Audience Painpoints
So far, you would look at your engagement levels and reach on social platforms to gauge the response to your content. With sentiment analysis, you can dig deeper into all the interactions associated with your content.
In this way, social media sentiment analysis feeds directly into your social media strategy. Sentiment analysis classifies conversations into positive, negative and neutral. Based on this sentiment analysis, you can identify what drives your audience.
Monitor Brand Perception
With social media sentiment analysis, you can monitor the overall sentiment associated with your brand. Being present on social media is not going to cut the deal for your brand. You have to know the user sentiment too.
After all, your brand image can either help you expand your audience base or do the opposite. With access to the insights on your online sentiment analysis, you are well equipped to steer conversations in favor of your brand.
Steer Clear of PR Crises
Sentiment analysis divides conversations into positive, negative and neutral. Point out red flags by using sentiment analysis. In this sense, sentiment analysis can save you from PR crises and debacles.
Sentiment analysis tools can signal towards any negative conversation (s). Identifying such negative conversations can help you prevent such conversations from turning into huge crises. It is easier to handle such a crisis-like situation before things get blown completely out of proportion. Likewise, there are many sentiment analysis tools that can help improve your content strategies.
Communicate Effectively With Customers
Sentiment analysis can play an important role in helping you handle communications with your customers, as well. In an ocean of conversations happening around your brand, social sentiment analysis comes in handy in identifying not just compliments, but complaints and feedback.
Quickly spot complaints and queries to address them at the right time and create a delightful experience for your customers. Here’s a sentiment analysis example!
How to Conduct Social Media Sentiment Analysis
Now that you have a good understanding of what social media sentiment analysis is, let’s talk about how to conduct sentiment analysis that can provide data-driven insights for your brand.
Before we dive into this, it is important to know where your audience is online. Depending on the nature of your business, you need to conduct sentiment analysis in different ways. For example, if you are an e-commerce website, the reviews you are getting on Amazon are equally or more important to those you are getting on social media platforms. This also includes Google reviews, third party review websites and so on.
By now you must have realised that monitoring all of these platforms manually is a daunting task and can certainly be time-consuming. Thus it highly recommended to use a social listening tool like Unbox Social that can help you monitor all mentions and audience conversations around your brand. Besides capturing the volume of audience conversations and brand mentions, with Unbox Social’s listening tool, you can dig deeper into the sentiments behind these conversations.
Unbox Social – Sentiment Analysis Tool that You Can Use for Your Brand Listening.
Unbox Social is a AI powered social media intelligence tool that provides sentiment analysis with its Social Listening feature. The tool tracks several metrics like brand mentions, comments, and hashtags. You can track sentiment analysis for Twitter and Facebook.
How to do Social Media Sentiment Analysis with Unbox Social
In order to capture audience sentiment, first, you will have to build a keyword/hashtag query on the tool. You can take your brand name or other relevant keywords to monitor all brand mentions.
The tool will then provide you with a summary of all the data on your keyword.
Our tool listens to all the conversations around the said keyword and then provides you with an overview of all the data. From the total number of mentions and diversity of content formats to overall audience sentiment, Unbox Social helps you uncover all the important data.
The meter graph on the top right corner depicts the sentiment measured from all brand mentions. Using this data, you can gauge the overall brand sentiment and build a strategy that steers the conversations in the right direction.
A positive audience sentiment implies that most brand mentions are in favor of your brand. The tool also depicts what percentage of conversations reflect a negative and/or neutral inclination. Building strategies based on these insights can help you anchor conversations towards a more positive sentiment.
For this purpose, the tool allows you to dig deeper into top brand mentions and uncover the sentiment it generated. Our Social Listening tool also supports you with other vital data including retweets, interactions, and favorites.
Further, look into the Mention Score for all the top brand mentions. This key metric takes engagement levels, reach, retweets, and audience sentiment for a given brand mention. The Mention Score, thus provides you with a bigger picture for a given mention.
Keep an eye on all your positive, negative and neutral brand mentions by tracing conversations over a given time period. The tool monitors all brand mentions and provides you with the total number of positive, negative and neutral conversations.
Here’s a graph depicting the total number of conversations for each sentiment over a period of 2 months.
Conduct social sentiment analysis on a regular basis to gauge audience sentiment and create a valuable brand and product experience for your audience.
When conducting sentiment analysis, you need to look for relevant keywords that clearly separates the positive, negative, and neutral mentions for your brand. This way you will be able to conduct sentiment analysis more effectively.
It is up to your social media team to divide these terms into different sentiment categories. A challenge which you will often face is dealing with sarcastic comments. Again, it’s up to your team to identify these comments and categorise them into the respective sentiment category.
Unbox Social’s social media sentiment analysis process is built to help brands effortlessly. Following are some features you can make the most of.
Our tool has a dedicated feature for tracking the sentiment around your brand. This special feature is highly focused on the online sentiment measurement. The tool tracks your brand mentions, hashtags, keywords, and several other metrics which will give you a clear picture of how your brand is being perceived.
Sentiment analysis report
Apart from the detailed analysis, our tool also gives you a timely report on the analysis. Tracking these reports regularly will help you know where your content strategy is lacking and if it needs any improvement. Unbox Social provides customised reports in several formats which can help you in presenting the data too.
Well, let’s look at some of the sentiment analysis applications and examples.
The above tweet by Coca Cola smartly highlights how a consumer loves the new Cherry Coke. This means that the brand now knows that its experiment on the new flavor mashup is being liked by its target audience. Further, this also helps in building a community wherein the brand loyals know that their opinions are being taken seriously.
The lockdown did affect a lot of businesses but Swiggy amazingly launched a new feature that would help people with instant pick and drop of groceries! The Swiggy Genie has been receiving applause on social media which has surely generated a positive sentiment around the brand. With the help of these tweets, even passive users would be encouraged to rely on the brand.
Summing it up
Tracking vital social media KPIs such as engagement, reach, follower growth, and CTRs is crucial for planning your social media strategy. But it is also important to monitor brand sentiment. Social media sentiment analysis helps you gain valuable insights into how your audience feels about your brand. With the help of a reliable Social Listening tool, you can derive the audience sentiment for your brand and generate actionable insights.
So, start listening to your audience and generate sentiment analysis for your brand now.