How Companies Can Use Sentiment Analysis to Improve Their Business
If you have 1 to 10 articles, the most effective way to measure sentiment is to simply read them. But what happens if you have 50,000? This is where automated sentiment can provide some directional insight and set the tone for further analysis.
.. You should aim to uncover important phrases like “bad quality,” “crashes too often,” and “won’t start.” This can and should affect your product design, customer service, marketing messaging and social media outreach. Can you discover if there are particular influencers driving the negative conversation and do anything to reach out to them?
.. If you need to neutralize the mentions that hurt your brand the most, you should drill down into negative mentions, identify the content coming from the most influential people in your industry, understand how far each tweet traveled, and how many people were impacted by this content.
.. The Holy Grail of Social CRM is the ability to close the analytical loop between publicly expressed sentiment, engagement action, subsequent purchase intent, and ultimately, product purchase.
.. Because you now have a history on this person, and your system cross-references his/her social media profiles across several platforms, you are able to track this person’s affinity and sentiment towards your brand over time, monitor their purchase intent, and note their influence on others’ purchase decisions.