When is sentiment analysis used?
Sentiment analysis is a tool that measures the attitude of a speaker or writer in a given text.
This technique can apply to many types of texts, including social media posts, customer reviews, and comments which sometimes turn into online defamation.
Companies implement sentiment analysis for avariety of purposes.
One of the most popular uses is customer reviews and comments.
Or, on the other hand, to get an idea of what customers say about the products or services.
It also helps monitor what customers say about competitors and ensures you are at the forefront of the industry.
Another widespread use for sentiment analysis is in social media posts.
Sentiment analysis is vital to anticipate or face reputational risk.
These are situations that companies constantly experience and rarely anticipate.
If you experience a reputational crisis or want to get ahead of it, contact ReputationUP.
The company has an entire team managing reputational crises and 24/7 network monitoring.
What are sentiment analysis applications?
Sentiment analysis is a technique that can apply in various fields.
For example, it analyzes the feeling of a text or identifies it in an individual post or social network.
It is an essential tool for customer service and marketing and neuromarketing teams to realize how people feel about a brand, product, service, or campaign.
It helps to understand better what customers think about products and services and how they feel about interactions with a company.
This information helps decide which messages will resonate most with your audience.
What is the purpose of sentiment analysis?
The sentiment analysis aims to determine the attitude behind human communication, especially online interactions.
Companies can use it to determine if an item has a positive, negative, or neutral tone.
How to implement a sentiment analysis?
Feelings are divided into positive, negative, and neutral.
The software also indicates the net sentiment, the net percentage measured on a scale ranging from -100% to 100%.
Brands can also compare the sentiment with the previous period analyzed.
If you calculate the sentiment of a week, you will see what percentage has increased or decreased compared to the previous week.
Likewise, a corporate or personal brand can check what emotion it generates for your customers between:
- Anger;
- Joy;
- Sadness;
- Fear;
- Surprise.
The software also divides the three feelings into the most important keywords associated with the main keyword.
The sentiment analysis procedure in details
Sentiment analysis depends on each platform.
But generally, these are the steps:
- Enter the topic:
- Write the personal or corporate brand you want to analyze. Some platforms provide filters by country.
- Select the topic:
- Once the topic has been created on the platform, click on it and choose the sentiment option.
- Pick the date:
- Some platforms allow you to go back up to two years to analyze the brand in that period.
- View an overall analysis:
- The software shows an overview with results, net sentiment, sentiment over time, sentiment share and emotions.
- But, it also allows you to study the above factors segmented by media types, tags, region, gender, or devices.
- 1. For example, click on media type:
- The graphs display blogs, websites, and social networks, divided by positive, negative, and neutral sentiments.
- If you click on countries:
- The platform displays the content divided by the different sentiments into countries and regions.
- Report creation:
- Social media monitoring tools create a report with all the data collected.
Social media sentiment analysis
The platforms used to analyze the sentiment also focus on social media and classify comments as positive, negative, and neutral.
The following section explains how to measure sentiment in social media.
How to measure the sentiment in social media?
Platforms generally take the following steps to measure social media sentiment:
- Enter the social account of the brand that you want to analyze;
- Click on the social media from which you want to extract the information about the sentiment;
- Choose the time frame you want to study;
- Since you have many analysis parameters, select sentiment.
The software will show the posts and authors who write about your brand on social networks, divided by the type of sentiment.
Likewise, you can use filters to see the most significant ones and perform more specific analyses.
If it is a complex process for your company, you can contact a company specializing in online reputation management.
ReputationUP will develop a personalized plan along with you to analyze your company’s social networks and help you extract the most critical data to improve your image.
Twitter sentiment analysis
The sentiment analysis on Twitter studies users’ opinions regarding a brand.
Therefore, it divides the tweets into positive, negative, and neutral.
The software will also mark the type of feeling of all the topics, hashtags, and even emojis associated with your personal or corporate brand.
