Social media allows us to create great ad campaigns to promote our services and products. We invest a lot on boosting our campaigns and reaching more audience.
But, isn’t it necessary to know the emotions and opinions of your audience regarding your brand?
And how could you know how people are reacting to your campaigns?
There comes the need of sentiment analysis. And in this article, let us see how sentiment analysis helps your social media campaigns.
Oxford Dictionary Defines Sentiment Analysis As:
The process of computationally identifying and categorising opinions expressed in a piece of text, especially in order to determine whether the writer’s attitude towards a particular topic, product, etc. is positive, negative, or neutral.
When applying to social media, it is the process of determining how the author conveyed the concept in a post and how people receive it.
Why is Sentiment Analysis Important?
Opinion mining, also known as sentiment analysis, is the process of analyzing the opinions, emotions and attitudes of users with the help of some processing tools. For sentiment analysis, you have to see beyond likes, comments and shares what we get for your posts. Because, figures cannot tell you the truth all the time. You need to understand how people are reacting to your product launches, promotional videos and blog posts. At any cost, we need to know whether they are responding in a positive way, a negative way, a sarcastic way or ideologically.
With the data you get from the sentiment analysis, you can determine the right marketing strategy, improve your content strategy thereby generating leads and improving your customer service. So, sentiment analysis in social media marketing gains importance in improving your business on social media platforms.
What are the Ways of Analyzing Sentiment?
Analyzing the response of your audience can be done in many ways. It depends on your marketing strategies and needs. Here, I’m giving some ways of measuring the sentiment.
#1 Manual Sentiment Analysis:
Interpreting the sentiment with a manual effort is one of the most precise methods. But, we cannot assure 100% precision. As per SMM experts, most of the social media analytics tool can give a maximum accuracy of 70%. Then you may think like why we should go for automation tools when we can make it manually. It’s a point. But the thing is, you can clearly see a rapid growth in the social media user count.
As of now, there are around 2.22 B social media users in the world. This is going to increase by the end of the year and by 2019, the count will be 2.72 B. If you see the statistics in the geographical area wise, it would be like as shown below:
Now say, can we keep a manual effort in measuring the sentiment in the millions of users. It is so difficult, right? And that is the reason we are going for some social media management tools for sentiment analysis.
#2 Using Analytics Tools:
This is the best way for measuring sentiment. There are many social media analytics tools like HootSuite, SocioBoard are available in the market. These tools give you the maximum precision with sentiment analysis. There are many parameters like keywords, natural language processing etc that these tools depend on.
If you see in the above chart, social media analytics has emerged as one of the best trends of social media in 2015. And the importance is increasing day-by-day. So, we have to use the analytics tools available. These tools map the emotion of the audience depending on the words they use and the and the frequency of their interaction with your posts.
Tools like google analytics, and Facebook Insights can give you stats like how many people visited your website or page, how many likes, comments and shares you got in a certain period etc. With the info, the tools measure the factors like comments per post and likes per posts etc. Based on the results, the tools give you how people are responding to your campaigns.
Some tools even give the response of users when someone mentions your brand’s or product’s name in their posts. These tools are much useful for your business. When people respond in a for your brand in someone else’s post, you can get to know how people are really feeling about your business. Here is an example of such tool:
Advantages of Automated Sentiment Analysis:
Automation tools which can give you the insights of every minute aspect of social media are advantageous in many ways:
- They can give you real-time reports very quickly.
- You can get the precise results that help you in improving the quality of your service.
- When compared to manual analysis, automated analysis costs you less.
It is very clear that sentiment analysis is the factor that drives a social media campaign towards success as it makes the marketers to make concrete strategies. There is no doubt that automated sentiment analysis is the trend in the near future. Use of analytics tools help the businesses in saving time and making a successful campaign on social media. The tools may not be giving 100% precision but, each and every minute information given by them would help you in stepping your business forth.
What say you? Share your ideas on sentiment analysis with us and help others in making better social media campaigns.