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
This can come from ratings, reviews, comments, and
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
analysis; a topic
. When accurately assessed, these opinions
and sentiments can provide valuable information informing strategic ma
rketing and business
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.
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
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
Social media sentiment research is strategically important to businesses in many ways, a few include:
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
measuring stick. Success of marketing efforts and brand equity research can also be tracked by
observing social sentiment.
By performing social sentiment analysis research businesses
can better align their social media brand strategy to their complete marketing and business
A business can learn a lot from customer’s comments, esp
cross referencing known demographic and firma
For example, a business
can look at the comments’ location, positive or negative association, profile information, etc.
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
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
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
For more information about social sentiment research, please
or leave your comments