Today, there are over 1.5 billion social media users around the globe. They post and consume content every day, making it an important platform for businesses to monitor.
One of the most helpful ways to gather data from social media is to use sentiment analysis. Thanks to advances in AI technologies, like Natural Language Processing (NLP), it’s possible to accurately understand the sentiment behind a tweet or Facebook post.
Sentiment analysis uses NLP to determine whether the feeling behind a piece of text is positive, negative, or neutral. It’s also known as opinion mining, where you derive the attitude or opinion of the content creator.
Online content in the form of comments, social media posts, and reviews can impact how audiences view a brand. This poses a risk for brands if people are unhappy with it and use social media to complain. But there’s also the opportunity to shine when people express positive opinions about a company.
Sentiment analysis can be a tool that makes a difference. By analyzing millions of pieces of content online with AI, your business can stay on top of content related to your brand. You’ll be able to monitor chatter online and get valuable information that can help your business grow in many ways.
Let’s look at how sentiment analysis can augment your marketing activities.
Find unmet needs
Social media platforms can be a goldmine for finding opportunities to fulfill customers’ needs. You can use sentiment analysis to find complaints and other negative comments. People are often vocal online when they’re unhappy with a company’s service or product. Their reviews and posts may indicate a need for new products and services. They can also help you understand how you can improve current products or processes.
With this kind of in-depth analysis based on people’s issues in real-time, your business can find helpful ways to meet your market’s needs.
In other words, using sentiment analysis is a way to find new business opportunities. You can drive growth by discovering new markets and product ideas.
Inform your planning and strategies
Sentiment analysis can play a powerful role in planning and strategizing. For example, McKinsey and Company helped the Brazilian government develop City Voices to discern what mattered to people. This made it possible for the government to prioritize key issues.
Similarly, you can use sentiment analysis to understand what your audience needs. You’ll be able to strategize, plan, and decide on the details by analyzing your audience’s online conversations.
Data like bounce rates, social media engagements and more are valuable. But sentiment analysis can give you a greater depth of insight that other data points lack. There are several activities that sentiment analysis can help you assess.
Social media content: Use sentiment analysis to understand how people respond to your posts. You’ll be able to identify posts that create high engagement with positive responses. Use sentiment analysis to quickly identify posts that create powerful negative responses. Measuring the performance of your social media content will help you refine your future posts for greater success.
Marketing campaigns: Sentiment analysis adds a non-numerical and qualitative input that helps assess your marketing performance. With its help, you can understand the real ROI of your marketing efforts.
Blog performance: Metrics such as your blog traffic and opt-in rates are important indicators of your blog’s success. However, sentiment analysis will show you richer information about your blog’s appeal by analyzing blog comments.
Your blog comments are where you get meaningful interactions with your audience. It’s vital to monitor them to understand whether your content resonates with readers at a deeper level.
Reviews: Sentiment analysis will allow businesses to analyze hundreds and thousands of reviews on business listings. People read reviews as a way to carry out product and experience research. An analysis of reviews will help you understand how well your business is doing and indicate that you need to scale up or improve.
There are several ways that sentiment analysis can help your business measure performance. By measuring your activities and campaigns, you’ll know whether they’re working. Such knowledge offers you the ability to direct your business activities in the right direction.
Improve customer service
Being able to gather relevant data from your customers can help you improve the overall customer experience. You can apply sentiment analysis to more than social media.
Create a feedback form to gather information and use sentiment analysis to interpret the data. You’ll be able to narrow down on key touchpoints and experiences to improve your relationship with your customers.
Social media, discussion forums, online communities, and other platforms are great sources for leads. Using sentiment analysis to monitor brand and product mentions will help you look for dissatisfied customers. You can choose to monitor both your business and competitor’s brand mentions online.
When you find customers who are unhappy or who are looking for a specific solution, you can reach out to them. Create a lead generation campaign to target them to build an email list.
In this way, sentiment analysis can help you find leads; you can also leverage it to create content that appeals to your audience.
Segment your audience
Once you have your leads and an email list, the next important step is to segment your audience. You can create segments based on interests, their activities on your site, and demographic information. Segmentation allows you to understand your audience better. It also helps you offer personalized communication that appeals to each group.
Personalization is one of the key tenets of digital marketing. Your chances of driving conversions, getting more engagement, and return visits increase with customized content. Sentiment analysis supports segmentation since you can use its results to group leads based on their responses.
Brand and reputation management
With the amount of information available online and even more being created daily, you need AI tools to manage your brand image. Here are a few ways that sentiment analysis can help your business with brand management.
Monitor brand mentions and the underlying sentiments
Identify patterns and trends to help create future branding campaigns
Supervise the impact of influencers’ activities in relation to your brand
When you have a deeper understanding of the emotions that your brand evokes, you’ll have a starting point for making improvements. The use of sentiment analysis also allows you to do damage control by responding quickly if your content is not well-received.
It’s evident that sentiment analysis can provide actionable insights into your business. It has applications in areas such as research, performance measurement, lead generation and more.
AI-driven sentiment analysis provides qualitative data that adds more depth to your performance metrics. It can add a more human dynamic by extracting positive, negative, and neutral emotions from the content. With its help, your analysis goes beyond measuring traffic, bounce rates, or conversion rates.
Although sentiment analysis promises a high degree of accuracy in understanding online content, you still need to monitor it. Context is important and you should pay close attention to what people are saying about your business.
Make sentiment analysis a key part of your marketing efforts. You’ll be rewarded by getting rich information that can support your marketing activities and help your business grow.