Hey, it's Chia from Brand24 and
I got another request from you guys earlier, to make a video with practical tips on social
media sentiment analysis… so that’s what we’re going to do today.
I’m actually a little bit late with this one, sorry that it took me so long to finally get
to this topic guys!
I kind of went a little bit Twitter-crazy lately, but we’re going to put a pin in that for
a minute and move on to take a closer look at sentiment analysis… more specifically,
how to measure sentiment on social media.
And we’re going to start from…... the end.
So, I don’t know about you, but I find that it can be really helpful to work backwards
sometimes.
That’s why I’m going to start by showing you the results of this quick little sentiment
analysis that I conducted just now to measure how consumers feel about phones with foldable
screens (so not a flip phone, but one of those phones with screens that you can actually fold in
half like the Galaxy Fold or the Surface Duo).
We can see that there is some negative sentiment in the data, so not everybody’s crazy about
that kind of technology… though, ideally, we’d want to continue analyzing sentiment
over a period of time until we have enough data to establish a relevant baseline and
determine acceptable and unacceptable levels of negative sentiment towards a product (like
foldable screens) - or for sentiment towards your brand!
Now, as requested, I’m going to share some practical tips on how to do all this today,
including: (1) how to collect the data you need and (2) how to measure sentiment on social
media.
So, in order to analyze sentiment on social media or anywhere, you need to have a working
dataset (I mean, you gotta have something to measure, right?).
In terms of social media sentiment analysis, we’re looking for public online discussions
or mentions of a particular keyword or phrase in social media, and I’m going to show you
how to collect that data.
So, if you have some programming skills, then you can even do this manually by writing code
in Python or R to collect data on social media platforms like Twitter and then analyze that
for sentiment.
That’s definitely one way to do it… but even if you don’t possess the coding skills for that,
you can still collect data and conduct social media sentiment analysis by using a media
monitoring tool like Brand24.
The first thing you have to do is decide what kind of data you want to collect: you might
want to monitor (1) mentions of your brand to do online reputation management, or you could (2) track
public discussions about specific topics for market research, or you might want to monitor (3) hashtag performance
to measure the effects of a social media campaign...
I was kind of curious to see how people are reacting to phones with foldable screens
they just seem so fragile and kind of extra, so I decided to collect data on the
“Samsung Galaxy Z Fold 2” by monitoring mentions of that phrase on the Internet.
As you can see, we collected a lot of data from social media platforms like Twitter,
YouTube, Instagram - and beyond...
So, one of the benefits of using a media monitoring app like Brand24 (apart from not having to
write any code for yourself), is that sentiment analysis is completely automated, and we can look at
the data from a couple different aspects.
First, we can see how sentiment changes over time in this chart.
The yellow line represents positive sentiment while the red line represents negative sentiment.
Sudden peaks and dips in the chart can alert us to a big problem like a negative customer
experience gone viral or a big win, like the success of a social media marketing campaign.
The more data that you collect, the more effectively you’ll be able to pick up on potential problem
areas before they have a chance to escalate.
So, after analyzing sentiment over time in the chart, we can see which mentions require
immediate attention by looking at social media reach in correlation with sentiment.
This is important because not all mentions are created equal!
Mentions with high estimated social media reach are likely to be seen by a lot more
people, which makes them more urgent.
If you need a quick explainer on social media reach, like what it is and how to measure
it, feel free to check out this video...
I’ll also link to it in the Video Description box below, so that you guys can find everything
easily.
Now, the reason that you want to check out mentions with high social media reach first, is because
they’re a lot more time-sensitive: you want to make sure you find and handle your negative
mentions before they have a chance to reach too many people, so that you can prevent any
potential PR disasters from happening.
The same goes for positive mentions with high social media reach; you want to check out these
mentions next because they can help you identify potential influencers to work with…
or clarify any mysterious sources of direct traffic to your site.
Another way to measure sentiment on social media is to head to the Comparison Tab, where
you can see real numbers and percentages like I showed you at the beginning of this video.
Plus, you can also compare sentiment between products or brands.
For example, I thought ahead and I started monitoring mentions of the Samsung Galaxy Fold (that’s the predecessor
to the Galaxy Z Fold 2) right before recording this video, just so we could compare sentiment
between these 2 projects… and it looks like people are definitely liking the successor
to the Galaxy Fold a lot more than the original, which means they’ve definitely been listening
to their customers and implementing the right product improvements.
Alright, that’s it for today guys.
I hope this was helpful, feel free to let me know if you have any questions and I’ll
see you next time, bye!!
I came half prepared today
Check these babies out
Oh my God...
I've forgotten how to play this
I really have
(Laughter)... mmm...