“A customer talking about their experience with you is worth ten times that which you write or say about yourself.” – David J. Greer, Wind In Your Sails
We’re always building our brand, it’s a constant part of running a business in any way. Without growth, we are nothing, and that’s why we have to keep finding new and innovative ways to reach out to our target market and bring new customers in. How do we know we are doing things right though? How do we know it’s time to change and try something different? Sales can be a good indicator, but they often aren’t enough to give us the details we need. Sentiment analysis, on the other hand, well that’s the one to watch.
There are plenty of articles out there that go right into the details of how sentiment analysis works, so I’m just going to give you a quick rundown through the basics. Essentially, it is a feature that allows you to scan the web to determine if comments being made about you, your company, or your products are positive, negative, or neutral and usually deploy machine learning. It’s a great way to learn more about your brand, the people who interact with it, and the ways you can change how you advertise in order to bring more in and retain the old ones. Here are some ways it can help your business.
This is one of the most important things that sentiment analysis does. It lets you check to see what people are saying about your brand, and this includes customers, influencers, experts, and even the news. It looks at how many positive, negative, and neutral comments there are – even searching through discussions and opinions to find what you are looking for.
Most of the tools out there deliver the results in real-time. You can sort the mentions using the filter tool, and this will let you view mentions with the sentiment of your choosing. It’s a good way to look at everything clearly and get a good idea of what your audience like, dislike, and want to see changed.
Everything can be seen clearly on a central dashboard, and this is great if you just want a general overview of the information available. It’s especially ideal if you are on the move and monitoring change, and don’t have the time to look at the details until later in the day. Brand monitoring shows you how well you are doing, as well as highlighting areas that could benefit from change.
A social media crisis can kill a brand, and it can do it quickly. This particular section is really important for those in PR, because it’s your job to keep these situations under control. One unhappy customer can quickly snowball into a whole load if not properly handled, and bad news travels faster than we can comprehend online says founder. “Sentiment analysis lets you keep track of these issues says” Adrian MD at KK Removal in London. “I have been using social listening tools for a while now and I see the value of deploying it, even for such a small business as mine” added Adrian.
You can get notifications for when new mentions happen, or according to the sentiment behind them. When this happens, you are able to see what has been said so that it can be addressed quickly. Fast and kind customer service is the way forward in any industry, which is why sentiment analysis is so vital for keeping in touch with the unhappy ones.
When people see that a negative comment has been dealt with in a friendly and helpful manner, other customers (and potential ones) will feel more relaxed about the brand, and may even reach out with their own issues. Ignoring it can lead to a PR disaster that might be impossible to come back from, so keep your notifications on and be ready for any negatives that come your way.
“Create wow moments for your prospects and watch you online sentiment increase.” – Stacey Kehoe
This is one of the most essential parts of any brand; what the customers think. After all, without customers, where would you be? Their feedback might not always be what you want to hear, but you have to listen to it. Customer feedback can be found easily with sentiment analysis in both the positive and negative mentions.
They will let you know the things they like and dislike about a product or service, which gives you good ground for improving features that are weak, and reinforcing the strong ones. You will also be able to see how well a new product or marketing campaign is doing based on the reactions you get across the web. This can act as a great lesson in learning what you are doing right, and what could be done differently. Customers are the life of your brand.
We all have competitors, that’s how we know we are running a successful company. However, we don’t always know what they are up to. By using social listening tools, you can directly compare both yours and your competitor to see what the sentiment analysis is like, as well as overall mentions. It is a great way to keep track of what they are doing, and the ways in which people are responding to it.
The comparison tab is really easy to use and monitor, so you always know what your competition is up to and how you are faring against them. Furthermore, you can also use it as a form of advice. They might have a campaign that is performing better than yours with your target market. See what makes it so good, and what you can learn from it to improve your own. The possibilities are endless.
I hope that this guide has been useful when learning more about the ways in which sentiment analysis can help you to build your brand. It can be as simple or complex as you choose, and will still help you discover more regardless. It’s probably one of the most insightful features out there throughout digital transformation era, and there are a plethora of social listening tools that include it in their services; including my personal favourite, Brand24. What are you waiting for? Why not see how sentiment analysis can aid your business growth as you work on building a brand you can be proud of.