It will not be unusual to notice a sudden increase in your company’s bottom line if there is a sustained social media conversation about the company. Therefore, the company should stay on top of all their mentions and monitor them. If it relates to something positive, it helps boost the authority and visibility of your brand; thus advancing your lead generation campaign. Nonetheless, it will be a completely different situation if you are amassing negative mentions. There are instances when it is too late to address the negative comment. You could prevent any possible backlash before the negative remarks even happened with sentiment analysis.
What Is Social Media Sentiment Analysis?
The principle surrounding this concept aligns with the word that relates to ‘sentiments.’ It pertains to the attitude, feelings, emotions, and perceptions. It functions on different levels; it starts by gathering and assessing the comments and opinions of the public and applying the logical mechanism that quantifies the opinion. Sentiment Analysis is also referred to as opinion mining or sentiment mining. Rather than focusing on the comments or the mentions of the netizens, sentiments analyze the opinion and emotions. It will examine the post on social media and interpret this as negative or positive.
Why is Social Sentiment Analysis Important for Lead Gen Campaign?
With social listening, the process will tell you about the number of people talking about your brand. However, you may not be fully aware of what they are saying. Skimming through thousands of reviews, posts, and articles about you is just impossible. Therefore, you will need something to evaluate all these conversations; that is what social sentiment is. The high number of conversations may appear excellent at the start since you will think that you have an increased online presence. However, what happens if you are being bombarded with negative posts. Your reputation will suffer, preventing you from drawing the interest of your prospects.
How Sentiment Mining Helps Your Lead Generation
Sentiment or opinion mining involves digging into the contexts and words of the words to reveal the true meaning. It can even interpret special characters, emojis, and pictures. Here’s how it can affect your lead generation campaign
It Helps You Understand Your Audience Better
It is essential to personalize your message to your audience to capture their attention. Marketers understand how necessary it is to have a thorough understanding of your target audience. It includes how they feel about your company or brand, campaigns, and online content. Simply counting their mentions will not be sufficient to draw the necessary data. Back in the earlier days, companies will converge a focus group to have an idea of how the public will respond to a particular campaign. Nowadays, it is enough to collect their social media posts and interpret them using a social media sentiment analysis tool.
By using this, you will gauge how effective your lead generation campaign will be before you launch it. You can develop content and posts that will resonate positively with your target market before you even post them. The meaningful insights involved in this process offer more accurate and faster information than the traditional campaign insights. Any ongoing social sentiment analysis can send you an alert anytime the desires and whether the preferences of your audience change. It will ensure that you will stay on top of any changes you can implement on your lead generation campaign.
It Enhances Your Customer Service
Monitoring the sentiments provide lots of advantages to your customer support and service. It has the power to alert your support and service team about possible issues that your company needs to know. Understanding what sentiment analysis is allows you to develop a script in advance that your team can use when interacting with the customers. You will also have this opportunity to learn about your brand or product issues. With sentiment mining, you also have a chance to reach out to the group who are experiencing challenges or issues about your brand. A simple response from you can encourage your lead to take that next critical step to enter your sales funnel.
Adjust Product Development and Brand Messaging
Social media sentiment analysis is a way to improve your relationship with your customer, but it also has a massive impact on your product development and messaging. As you use this, you will better understand how your messaging, slogan, taglines, etc., can affect how the public perceives your brand. By monitoring the spikes on the negative and positive comments of the audience, you can learn what they really want. It can give you an idea of what type of messaging you should post online. Moreover, you can gain insights that will directly impact your brand strategy. Monitoring the sentiments will help you comprehend how the audience feels and incorporate this in your lead generation strategy.
Understand Your Position in the Industry
There is no such thing as a perfect brand for the audience. Social sentiment analysis can understand where you stand even in a competitive niche market. With this, you will reach out to the right audience by using the proper messaging at the appropriate time. By monitoring the sentiments of the people, you will understand the areas where you excel and the features that require enhancement. Through opinion mining, researchers found out that the public appreciates the lounges, restaurants, washrooms, and Wi-Fi of the Heathrow Airport. However, they also receive negative feedback on their staff, passport control process, wait times, and airport parking.
By knowing your strengths and weaknesses, you will find a better way to market your business to people interested in your brand. You could focus on your strengths while improving your weaknesses. Make sure to highlight your best features when reaching out to your prospects to improve your lead generation campaign.
Determine Crisis at an Early Stage
Falling into crisis must be avoided at all costs. Nonetheless, once this happens, social media sentiment analysis will help you determine it before it even becomes out of control. You can develop a crisis response strategy to avoid significant damage to your reputation. As we all know, it will be difficult for a company to capture their prospects if they have a poor reputation. The brand needs to listen to the sentiment of its audience.
How do You Conduct a Social Sentiment Analysis?
The first step in carrying out a sentiment analysis is to capture all the critical data and metrics. In the next section, we will mention some of the tools you can use to automate and streamline the entire process. However, simple research could create a massive difference if you are not prepared to invest on these tools.
Monitoring Your Mentions
If social listening is about tracking the mentions on social media, it is only the start of social sentiment analysis. You will need to find all the conversations that are happening online. Unfortunately, they will not usually tag you in their discussions. One method to use is through Hootsuite. It will comb different social media mentions and put them into a single database. They will also collect the conversations where you were not mentioned. For instance, this tool can track the hashtags associated with your brand or company name.
Analyzing the Mentions
Once this is done, you can look for any terms that pertain to the sentiments within those mentions. Imagine the keywords people will use when describing positive or negative things about your brand. Perhaps some of the positive words they can use include perfect, love, great, amazing, best, etc. There will also be other terms that could be associated with your industry, product, or brand. Create a list of these terms and scan for the mentions.
Creating Report
After you manage to gather all the necessary data, you will need to analyze it by compiling it into a report. Here are some of the elements that must be added to your social sentiment analysis report.
- The percentage of positive mentions included in the sentiment analysis after deducting the neutral mentions
- The graph showing the social media sentiments score over a period of time. It will allow you to analyze the spike and dip in the conversation about your brand
- The percentage of the negative mentions
- The total conversation about your brand
- Engagement that happened with your brand in a predetermined time
What Are the Tools that You Can Use for Social Media Sentiment Analysis?
Here are some of our recommended tools that will streamline the analysis process. Consider them if you want a more thorough insight for your social sentiment analysis.
- Hootsuite- we’ve already mentioned how Hootsuite can collect all your mentions and conversations in a single database. The insights provided by this tool will help you determine the ongoing trend or identify a sudden change.
- Metionlytics- With this platform, you can perform social sentiment analysis for your brand, your competitors, and a particular keyword. It comes with a feature that enables you to perform mining in several languages.
- Digimind- It helps you stay on top of your social media visibility. It comes with filters that make it possible to customize the process.
- Crowd Analyzer- This is a sentiment mining tool in the Arabic language. It is designed for a business that targets the Arabic-speaking market.
- Talkwalker- This is a powerful tool that will collect information from more than 150 million sources. The algorithmic property of Talkwalker analyzes emotion, tone, and the general sentiment of the post.
It doesn’t take too much if you are looking for ways to enhance your social media sentiment analysis and boost your lead generation campaign. Start by understanding your target audience. Provide them with the things they want. Engage with them and showcase your strengths.
