Sentiment analytics

Sentiment analysis is an established element of marketing analysis, which you may hear referred to as opinion mining.

It’s the process of extracting the ‘sentiment’ from a piece of content, whether this is a social media comment, a blog post or another source of content. Traditionally, sentiment analytics have focused on three basic states:

  • positive
  • neutral
  • negative

This is useful because it can help you identify who your advocates are, as well as showing you groups where you might want to carry out work to change opinions. However, there are limitations to this less precise approach for sentiment analytics, because it’s a simple way of segmenting feelings, whereas in reality people are likely to experience a wider range of different, often conflicting, feelings.

Harnessing deep sentiment analytics instead can give you insight beyond whether people simply feel positively, neutrally or negatively towards your brand – it allows you to extract a wider range of reactions and feelings. These could range from sadness and fear through to joy and anticipation. By understanding these sentiments in much greater detail, you’ll be better placed to find your strongest advocates and shape the way you interact with them more effectively. You’ll also gain a better understanding of how people’s behaviour on social media is affecting your reputation.

Contact us today and speak to one of our consultants to find out more.

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