Generating brand value and building an audience base in a few limited characters was unthinkable before Twitter. The micro-blogging site helps brands and businesses reach their consumers directly which makes it one of the prime marketing channels. Twitter has grown from being a simple text-oriented platform. The social media channel is now used extensively to market and promote products and services. Along with Twitter marketing strategies, brands are now focusing on the audience sentiment on the platform. Twitter sentiment analysis is one of the most crucial analysis processes being undertaken by businesses.
Sentiment analysis in simple terms is all about analysing a piece of content to understand the users’ sentiment towards posting it. The analysis is usually broken down into three categories- positive, neutral, and negative.
However, there is much more to sentiment analysis on Twitter.
Sentiment analysis can be a foundation to frame your marketing strategies for the platform. The insights gained from Tweet sentiment analysis say a lot about the audience you are catering to. While most brand managers give weightage to only Twitter metrics it is important to note that sentiment analysis is equally important.
The metrics can give you quantitative data on how your Twitter strategy is faring but with Twitter sentiment analysis you can gauge what the audience feels about your brand and how your brand is being perceived on the channel.
In this blog, we will tell you all about how to conduct Twitter sentiment analysis.
Why Conduct Twitter Sentiment Analysis?
Helps you get a sense of the data collected
Many times brands make sure to collect data but fail to decode what it is trying to point out. Conducting sentiment analysis of Twitter data will tell you how your Twitter presence is and what kind of content is fetching what kind of response.
Helps you with crisis management
Sentiment analysis can tell you whether the audience is happy with your brand on social media or no. This can prepare you for a crisis! If there is a prolonged negative sentiment on your Twitter content it simply states that your target audience is not relating to your strategy.
Make more sense of the metrics
When you combine the data derived from sentiment analysis and metrics you can understand what you need to work on in terms of content, audience selection, and scheduling. The two aspects of analytics can help you find a link between content type and brand performance on Twitter.
Gives you a peep into the audiences’ minds
With Twitter sentiment analysis, you can go beyond the number of retweets and favourites. The analysis gives you a sense of what the audience is inclined to and what is not working for them or is not preferred.
Now that we know how important is Twitter sentiment analysis, let’s move on to the process of conducting this analysis.
Steps To Conduct Twitter Sentiment Analysis
Step 1- Know the purpose behind conducting Twitter Sentiment Analysis
Twitter sentiment analysis is useful in many ways but you need to know why you are conducting this analysis. Is it to find out whether a particular brand objective is accomplished? Is it to find out about the audience sentiment towards a particular content type? Decide why you are conducting the research and take the next step.
Step 2- Collect all the required data
To analyse tweets, it is first necessary to collect data. Analysis can be done only after you have collected relevant data. Be it the tweets you want to analyse or a single tweet you want to analyse, make sure you have all the data in place. Social media analytics tools can help you get all the data you want in a click!
Step 3- Choose the right tool
In order to conduct accurate Twitter sentiment analysis, it is important to rely on a tool. Social media analytics tools are usually equipped with the feature of providing sentiment analysis. Choose your tools carefully and make sure they have the feature you are looking for. There are several dedicated Twitter sentiment analysis tools available.
Step 4- Select a time frame to analyse the tweets
It is wise to analyse tweets in a set time frame so that you can get accurate data on how the audience sentiment was for those particular tweets. This will help you bifurcate data systematically which will eventually help you make the right strategy plans for Twitter marketing.
Step 5- Analyse the sentiment analysis data
The data you get from Twitter sentiment analysis needs to be analysed so that it can be implemented into your strategies. Compare the data to get an idea of how the audience preference has changed over time. This will help you alter your strategies as per the audiences’ taste.
Though sentiment analysis cannot give you exact reports as to what the audience likes and dislikes, it helps you detect a pattern that can be useful in framing marketing strategies. To carry out a thorough Twitter data analysis make sure to explore Unbox Social.
Here are a few blogs that can help you with marketing on social media. Take a look-