Social Media Brand Tracking

undesirabletwitterAI and Robotics

Oct 25, 2013 (3 years and 10 months ago)

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Social Media Brand Tracking


Due to the phenomenal growth of social media and social networking, gone are the days where
internet was mostly

based on information and facts.

Today, we see that there is a sizable amount of
data that includes opinion or
sentiment.


This can come from ratings, reviews, comments, and
etc.


Hence, recent and emerging research focuses on social sentiment analysis research and social
sentiment brand tracking, as well as other techniques in evaluating opinion, part of social me
dia data
analysis; a topic

SVRG

covered

in

a

recent

blog

posting
. When accurately assessed, these opinions
and sentiments can provide valuable information informing strategic ma
rketing and business
decisions.

Social sentiment research or analysis often refers to the application of Natural Language Processing
(NLP), computational linguistics and text analytics.


The goal is to determine the attitudes, opinions,
and emotional state
s or intended emotional communications of a customer or prospect.


Opinion
today has turned into a tool that can often make or break your product.

Social media brand tracking is typically used by companies to scan and track keywords use public in
social me
dia (twitter, blogs, news, etc.) associated to their business and its competitors. These
keywords could be brand names, industry jargon, market landscape words, etc.


The content is then
pulled together (that includes those keywords from different social m
edia outlets) for a set period of
time social sentiment is tracked. NLP is then used on the results to provide a foundation for the
strategic insights. Given the large sums of data that can be potentially collected, experienced analysis
plays an important
role bringing everything into perspective beyond the NLP to inform strategic
decision making.

Social media sentiment research is strategically important to businesses in many ways, a few include:



Measure Success:

Social sentiment analysis will help us und
erstand positive and negative
comments associated with a brand and its competition, providing a real
-
world and real
-
time
measuring stick. Success of marketing efforts and brand equity research can also be tracked by
observing social sentiment.



Social Media

Brand Strategy:

By performing social sentiment analysis research businesses
can better align their social media brand strategy to their complete marketing and business
strategies.



Customer Insights:

A business can learn a lot from customer’s comments, esp
ecially when
cross referencing known demographic and firma
-
graphic indicators.


For example, a business
can look at the comments’ location, positive or negative association, profile information, etc.



Competitive Insights:


Not only can businesses learn abo
ut their own brand, the same
information can be learned about the competition. A business can monitor and then respond to
competitors’ actions in real
-
time.



Customer Service:

Studies have shown that when customers talk about brands on social
media they ten
d to “vent” or express dissatisfaction.


These public displays of dissatisfaction
are perfect opportunities for marketing and customer service teams to “narrow
-
cast” responses
in proactive attempt to return the customer to satisfaction.

We here at SVRG hav
e a variety of tools to allow users to track the sentiment of their brands in the
social media and social networking space such as part of our

Opinion

Bridge™

offering.

For more information about social sentiment research, please

contact

us

or leave your comments
below.