How to Conduct a Social Media Sentiment Analysis?

Updated on November 16, 2022 in Marketing by Nishant Shrimali

Social media sentiment analysis isn’t farfetched from reality. That is why keeping track of them is essential for today’s brand.

One of the most powerful methods of building a connection with the audience is understanding their emotions toward the brand. Now that is easy when we start interacting with them.

But once the community starts growing, chatters start to grow as well. People connect, and tracking their sentiments towards your brand, requires more than just interaction.

That is when one needs to start conducting a Social media sentiment analysis. In this guide, you’ll be learning about the following:

• What is social media sentiment analysis?
• Why is social media sentiment analysis important?
• How to conduct sentiment analysis yourself?

Let’s get started with the guide right away.

What is social media sentiment analysis?

Social media sentiment analysis is collecting and studying people’s emotions on social media platforms towards the brand. The analysis depends on what people try to say when they mention the brand.

Positive, negative, or neutral. Learning about their sentiment helps us understand our audience on a much more human level.

The analysis is more than just the number of likes, impressions, comments, and tags. Making it much easier to know what steps should one take.

Why is social media sentiment analysis important?

Likes, comments, tags, and mentions are the metrics that tell you, how many people are talking about you. Something important, but half of the knowledge.

Another half is knowing what they are talking about and what emotions they associate with your brand.

Here are some benefits that you must be conducting social media sentiment analysis of your brand:

• Understand your audience: The sentiment allows you to dig deeper and understand your audience. What is your customer like you the most for, what benefits are they getting, and how are your products helping your customers? This insight helps in attracting more customers.
• Get actionable insight: When customers have a problem, they share it freely (at least on social media). Sentiment analysis helps you determine areas you can improve on and grow accordingly.
• Improve customer service: When people share a problem on social media, it’s a negative signal. But only if you are not doing anything about it. Whenever there is distress among the customer, your social media sentiment analysis will help you identify it and work on it as quickly as possible.
• Position Your Brand Better: People like brands that listen to them. And the sentiment analysis allows them to do that and act on creating a better brand for the people.

How to conduct sentiment analysis yourself?

Be where your people are

It could be forum sites, groups, social media, and other places where people talk about your brand. You shall also keep an eye on review sections.

The best way to do so is by having a presence across all the social channels and being active on them.

At the start, you might not need to put in a lot of resources. Using social media marketing tools shall be a great start to managing your work. It will help you schedule, manage, publish, and track social content across platforms.

Monitor your mentions

The next stage of conducting social media sentiment analysis is keeping an eye out for mentions. In the comments, in the stories, and in the posts.

Whenever people want your attention, they tag you, which is also when they are speaking about you.

So make sure, whenever there is mention, you look at it and analyze what they are trying to say.

Choose your templates

Here, the template is to analyze the sentiments. When you see your brand mentioned on the web, a lot of emotion could flow around. To make things easier to track, you must create your own KPIs.

These KPIs could be – Positive, Negative, Neutral, Happy, or Unsatisfied or you can create a rating system from 1 to 10 and rank the mentions based on it what you believe is right.

These templates help in making the data you receive insightful and actionable.

Sort your data

Once mentioned have been arranged in their respective templates, it’s time to sort out your data and draw insights out of them. Over some time, look at the social media sentiments and track them.

This data will help you conclude the type of content you should publish, what will drive a particular emotion, what was the result of your past campaign etc.

Bonus Read

Social media sentiment analysis can be a window to understand people much better. It strictly talks about emotions and helps you align your campaign goals accordingly.

To make your work easier, you can use social media marketing tools that can also help you with social media sentiment analysis.

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