Studies show that about 1 in 5 people are willing to try a new product —
as long as it comes from a brand that they like!
So, how do you know how much people like your brand?
By analyzing your brand sentiment —
more details inside the video!
Hey guys, it’s Chia from Brand24 and today I want to talk about brand sentiment.
So, your brand sentiment is all about the attitude or feelings that people have towards your
brand, which can be positive, negative or neutral.
Basically, it measures how much people like your brand, which can have a pretty significant
effect on your sales and customer loyalty.
A lot of businesses will track traditional metrics that revolve around tangible numbers
instead of "feelings".
They tend to emphasize QUANTITY, such as your number of Likes, Shares, Comments, Followers,
Views, Mentions and so on… this is a really good place to start, since these figures will tell
you a lot about the kind of content that gets people to interact with your brand.
But audiences can also decide to interact for a number of reasons: maybe your content made
them feel happy so they Liked it, or maybe it brought up feelings of nostalgia which
made them want to Share it, or it could be that there was something about your ad that
just kind of annoyed people... this also tends to trigger responses and reactions.
Knowing HOW people are responding to your brand is just as important as knowing HOW
MANY.
That’s why looking at the numbers is a really good start, but it shouldn’t stop there.
It’s really important to extend your focus beyond the QUANTITY of all those interactions, and
consider the QUALITY, especially since we all prefer to buy from brands that we know and
like… which makes factors like your Brand Awareness and Brand Sentiment extremely relevant.
Measuring brand AWARENESS tells you how familiar consumers are with your brand, and how well
they can tell it apart from all the other brands out there offering similar products
and services.
Brand SENTIMENT, on the other hand, shows you how people Feel about your brand, and
how much they like it.
To measure — or analyze — public sentiment towards your brand, you want to look beyond
your quantity of interactions, and focus on metrics of QUALITY.
This means paying attention to all the emotions surrounding your brand: do they contain positive
or negative sentiment?
Does the message that you’re sending make people feel good about supporting your business?
Measuring Sentiment is an analytical process, which makes it a bit more time-consuming,
especially if you try to do it manually, but it’s what allows companies and businesses
to see how people are really responding to all their marketing, PR and branding activities
— and whether they’re sending the right message.
Measuring brand sentiment actually goes hand-in-hand with measuring brand awareness, since you
need to track mentions of your brand to do both.
You can use a social listening or media monitoring tool like Brand24 to see how many mentions
you have (for measuring brand awareness), and then you can use the internal sentiment
filter to separate these mentions by positive, negative or neutral sentiment.
This is extra helpful if you want to track public sentiment towards your brand in more
than one language: Brand24 provides sentiment analysis for 93 languages, currently.
In general, sentiment analysis is something that uses artificial intelligence and machine
learning to classify text (like mentions of your brand) as positive, negative or neutral
Natural language processing algorithms automatically identify the sentiment behind your mentions,
so that you don’t have to do it manually.
But human language is a complex matter, and it can be hard, sometimes, even for people
to pick up on sarcasm or subtle nuances, let alone man made algorithms.
For example, most language algorithms would classify this mention as positive, even though
‘love it’ is being used in a negative way to describe how this person feels about
their computer equipment falling apart.
Fortunately, most people don’t use sarcasm very often, so it’s not something that would
have a huge impact on your sentiment analysis; it just illustrates the importance of CONTEXT.
Analyzing brand sentiment lets you see the bigger picture of how the public feels about
your brand, which helps you manage your reputation, improve engagement with customers and, of course, create
sales funnels that convert better.
In general, if your brand sentiment is positive, then you know you’re on the right
track… but if you see a lot of negative opinions about your brand, then you know it’s time
to switch to Public Relations mode and look closely at the CONTEXT of those negative mentions
so that you can take care of any potential PR situations, which is probably something
that you would only notice if you’re monitoring your brand regularly in the first place.
Alright, thanks so much for watching guys!
If you have any questions or something to add about brand sentiment, just let me know
in the Comments section below.
And if you’ve found this video helpful, feel free to Like, Share and Subscribe to
our YouTube channel, where I’ll be sharing new tips on how to do even more in social
media & digital marketing each week.
Thanks again for watching, I hope you learned something new and I’ll see you next time, bye!