As business enterprises increase their social media
footprint, their organizational success is fast being decided by the
effectiveness of their social engagement strategies. You have to be spot-on in knowing
what your customers’ likes, dislikes, wants and needs are. Their intents and
sentiments that they so candidly express on the social media channels through
chats, reviews, forum discussions, tweets, likes and shares on Facebook,
Twitter, LinkedIn, YouTube etc are the bedrock of your social media strategy.
So, how do you know your customers’ sentiments? I believe
that the answer lies in Sentiment Analysis.
Some of the modern social media analytics products use
advanced Natural Language Processing (NLP) techniques to conduct detailed,
exhaustive investigations of social media users’ sentiments. Using Sentiment
Analysis, organizations can assess the tone of voice and the nature of feelings
expressed behind every word that their social audience post online on the
social media channels and then classify them as positive, negative or neutral
sentiments.
Business Benefits of
Sentiment Analysis
1) Improve Customer
Service
As I already mentioned earlier, Sentiment Analysis gives
useful insights about your current and future customers’ purchase preferences,
brand affiliations, topics of interests, opinions, point of views on
discussions, likes and dislikes in products/ services and much more. This
useful information lets organizations to drastically improve their customer
service and engagement strategies by building on the positive sentiments and
formulating methods to combat negative sentiments.
2) Revive Brand
One of the best uses of Sentiment Analysis is that it allows organizations
to quantify perceptions – about your brand, products and services, marketing
campaigns, social engagement initiatives, online content etc. Organizations can
use this information for devising better and more effective branding and
marketing strategies and thus improve your brand reputation.
3) Beat Competition
Sentiment Analysis lets organizations to know sentiments
surrounding your competitors too. This allows you to benchmark your performance
against that of your competitors. Using the reported sentiments, you can also
predict trends and develop your specific social strategies to leverage these
trends.
4) Gain Business
Intelligence
Sentiment Analysis empowers organizations by providing
extensive, insightful information regarding their target audiences’ sentiments.
Made use of correctly, these sentiments are a gold mine of newer business
possibilities and opportunities. Thus, Sentiment Analysis provides you
insightful business intelligence using which you can take impactful decisions
that would leverage your business.
Shout Analytics is an advanced social media analysis product
that offers Sentiment Analysis. To find out more, write to info@shoutanalytics.com.
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