How To Use Sentiment Analysis For Brand Building?

With the rise in data overload on social media, it is quite challenging to keep the audience hooked

Welcome to the power of brand sentiment analysis for building your brand!

In today’s digital age, your brand’s presence and perception online can make all the difference. Whether you’re launching a new product, managing a crisis, or simply trying to maintain a positive image, understanding the sentiments behind what people are saying about your brand is crucial.

But how can you sift through countless tweets, reviews, and posts to gauge public sentiment?

In this post, we’ll guide you through the ins and outs of using sentiment analysis to bolster your brand’s image, connect with customers, and steer your business towards success.

Let’s dive in!

What Is Brand Sentiment Analysis?

Brand sentiment analysis is the process of analyzing customer opinions and feelings toward a brand, which are expressed through social media, reviews, forums, and other digital platforms. It involves collecting and evaluating qualitative data from these sources to determine the overall attitude of the public or a segment of consumers towards a brand.

Brand sentiment analysis icons

Here’s how it works:

1. Data Collection

The first step is to gather data, which may involve scraping social media posts, collecting feedback from surveys, monitoring reviews, and tracking comments on various online platforms.

2. Natural Language Processing (NLP)

This data is then processed using NLP techniques. These techniques can identify and classify the sentiment of a text as positive, negative, or neutral. Advanced NLP algorithms can also detect nuances and the intensity of emotions expressed.

3. Sentiment Scoring

Each piece of feedback is given a sentiment score based on the detected sentiment. This is usually in shape of positive/neutral/negative classification or a more complex score that represents the degree of sentiment.

4. Trend Analysis

By analyzing these scores over time, companies can identify trends in public sentiment, such as whether it is improving or declining.

5. Insights and Action

The insights gained from this analysis can inform various aspects of business strategy, from marketing and product development to customer service and public relations.

6. Benchmarking

Companies often use brand sentiment analysis to compare their brand sentiment against competitors or to benchmark against their own historical performance.

The goal of brand sentiment analysis is to understand the public’s perception of a brand so that the company can improve its products, services, and customer interactions to better meet consumer needs and improve its reputation.

It certainly is a powerful part of modern brand monitoring and a key component of data-driven decision-making.

How Can You Determine the Sentiment Toward Your Brand?

To determine the sentiment toward your brand, you can utilize a sentiment analysis tool, which is essentially an advanced monitoring system that scans various online platforms for mentions of your brand.

Once these mentions are gathered, the tool applies sentiment analysis algorithms to categorize them as positive, negative, or neutral.

It can pick up on specific keywords, phrases, emoticons, and even the context in which your brand is discussed, giving you a comprehensive view of public sentiment.

Mentionlytics is one of the best-known brand sentiment analysis tools that is famous for its accurate results.

To try brand sentiment analysis for free using Mentionlytics, create your account and start your free trial with all the premium features.

Try Mentionlytics for FREE

Why Is Brand Sentiment Analysis Important?

The meteoric rise in the adoption of sentiment analysis technologies by companies—jumping from 54% in 2020 to a projected 80% in 2023—highlights a crucial shift in the business landscape.

By tapping into the wealth of data in customer reviews and social media, businesses can gain real-time insights into consumer emotions and perceptions, enabling them to react swiftly and strategically.

This invaluable feedback loop not only informs product development and marketing strategies but also plays a significant role in shaping a brand’s reputation in the public eye.

5 Ways to Use Sentiment Analysis for Brand Building

Tracking your brand’s sentiments lets you comprehend how and what their feelings are behind your content.

Here are 10 ways that you can use sentiment analysis for stronger brand building.

1. Monitor Your Brand’s Social Media

When you mix social media sentiment analysis with social media monitoring, you unlock a powerful approach to sculpting your brand’s image.

Social media is a treasure trove of direct customer insights, and by employing sentiment analysis, you can effectively gauge the mood around your brand.

If you notice a trend of negative brand sentiment, it’s a prompt for you to swing into action. By addressing negative comments head-on and communicating transparently on social platforms, you demonstrate that you value customer feedback and are dedicated to improving their experience.

On the flip side, when you detect positive sentiments, it’s an opportunity for you to shine a spotlight on what you’re doing right.

You can elevate these positive customer experiences, sharing them across your platforms, thus not only acknowledging satisfied customers but also enticing new ones.

You’ll also find that brand sentiment analysis provides clarity for your content strategy.

By understanding the emotional triggers and preferred language of your audience, you can tailor your messaging to echo their values and interests.

This level of personalization boosts engagement and nurtures a sense of community. Over time, this converts into a robust brand reputation, as happy customers often evolve into brand champions.

Want to try social media monitoring and advanced brand sentiment analysis?

Mentionlytics for sentiment analysis supports many languages and allows you to respond to your brand posts directly. For each brand mention, you can view the sentiment, the type of mention, and its country of origin.

Mentionlytics Share of Voice in Dark Mode

This AI-powered tool lets you track your mentions and get a comprehensive report of your social media platforms such as Facebook, Twitter, Instagram, Pinterest, blogs, and even your website.

With Mentionlytics, you can also leverage the advanced search feature to add alerts along with the main keyword.

Try Mentionlytics for FREE

2. Find Influencers and Industry Leaders

Brand influencers are passionate customers who love your brand and are likely to promote it to others. They are valuable assets in your marketing efforts, as they can provide positive word-of-mouth advertising and help to build brand credibility.

Brand sentiment analysis can help you identify these influencers by analyzing online conversations and reviews to identify customers who are consistently expressing positive sentiments about your brand.

How to find influencers based on the number of mentions in Mentionlytics

Finding influencers using Mentionlytics

Here are some specific ways to use brand sentiment analysis to identify brand advocates:

Track the frequency of positive mentions of your brand

Customers who are passionate about your brand are likely to mention it frequently in online conversations. By tracking the frequency of positive mentions of your brand, you can identify customers who are likely to be brand advocates.

Analyze the sentiment of mentions of your brand

Not all mentions of your brand are positive. Some customers may be expressing negative sentiment about your brand. By analyzing the sentiment of mentions of your brand, you can identify customers who are likely to be brand advocates, as they are consistently expressing positive sentiment.

Look for customers who are actively promoting your brand

Influencers are not just talking about your brand; they are also actively promoting it to others. This could include sharing positive reviews, recommending your products or services to others, or engaging with your brand on social media.

3. Track Your Competitors

Building a brand with sentiment analysis is like having a superpower. It’s about turning every tweet, comment, and review into a stepping stone for your brand’s success, while keeping an eagle eye on your competitors.

Imagine being able to peek into the future to see how people will react to your brand—and how your rivals might respond to market changes.

Share of Voice for YouTube Competitor Analysis

Competitors analysis using Mentionlytics share of voice calculator

That’s brand sentiment analysis for you, augmented with competitor analysis tools for an edge. It tells you whether people are giving your brand a virtual thumbs up or if you need to switch gears, and how you stack up against competitors in real-time.

And let’s talk about the goldmine of feedback—yes, even the face-palm moments when you read a negative comment. Every piece of feedback, good or bad, is like a secret message about what’s working and what’s not, for you and in comparison to your competitors. It’s vital to jump into these conversations.

Why? Because when you chat back, fix issues, and high-five the happy customers, you’re not just talking; you’re showing you’re a brand that listens, evolves, and stays a step ahead of the competition.

4. Improve Customer Care

By leveraging the power of brand sentiment analysis, businesses can delve deeper into customer sentiment, pinpoint areas for improvement, and proactively address customer concerns.

Real-time monitoring of customer interactions stands as one of the most direct applications of sentiment analysis in customer service.

Improve Customer Service with brand sentiment analysis

By analyzing customer feedback across diverse channels, including social media, chat conversations, and email interactions, businesses can promptly identify instances of negative sentiment, such as frustration or dissatisfaction.

This real-time insight empowers customer service teams to swiftly address these concerns, prevent escalation, and resolve issues efficiently.

Furthermore, sentiment analysis proves invaluable in identifying recurring themes and patterns within customer feedback. By analyzing a larger volume of customer interactions, businesses can uncover common pain points, areas for product or service improvement, and potential gaps in customer service delivery.

These insights can then be utilized to implement targeted improvements, address underlying issues, and enhance the overall customer experience.

5. Measure Your Marketing Campaign

Like the many facets of business operations, quantifying data sits at the heart of marketing analysis and marketing intelligence. It’s the foundation upon which you should measure the success of both past and future social media marketing campaigns, including monitoring their social media campaigns.

Keeping track of comments, shares, likes, or reach provides a quantitative measure of engagement, but without context, these numbers can only tell you so much.

This is where sentiment analysis comes in to give you the full picture. It goes beyond the surface metrics to tell you the ‘why’ behind your content’s performance.

For instance, if your social media campaign is garnering attention, but sentiment analysis reveals that the engagement is negative, you know there’s a disconnect.

Maybe your message isn’t hitting the right note, or your content isn’t delivering the value your audience seeks. Sentiment analysis doesn’t just pinpoint where you might be going wrong; it guides you on how to tweak and tailor your approach to craft more impactful social media marketing as you move forward.

Ready To Monitor Your Brand’s Sentiment?

Sentiment analysis can help you differentiate a broad spectrum of customer emotions and direct marketers to take the right approach. It allows you to devise an online strategy and build a positive image of the brand.

Understanding product reviews and customer reactions can provide you with a different outlook on how your audience feels about your brand and how you can improve those feelings.

Brand sentiment analysis is the heart of your social media strategy. That’s why you need a feature-rich, AI-powered platform like Mentionlytics to recognize your fans and reward them with stellar customer service and more.

Furthermore, Monitor your customer sentiments effectively. Get started with Mentionlytics and take your social media success to the next level.

John Kopanakis

About John Kopanakis

John is a co-founder of Mentionlytics supervising Business Development and Business Processes. He is a Professor of Business Intelligence with interests in Data Analytics and Innovation.

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