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 media data analysis; a topic SVRG covered in a recent blog posting. When accurately assessed, these opinions and sentiments can provide valuable information informing strategic marketing 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 states 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 media (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 media 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:
We here at SVRG have 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.