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

With the rise in data overload on social media, it is quite challenging to keep the audience hooked and interested in your brand’s online presence. Their feelings play a significant role in deciding the longevity and lifespan of almost every brand.

That being said, brands that track consumer sentiment have an advantage over their competition. They can channel the garnered information for their brand building and plan a more meaningful digital marketing strategy.

Whether you want to rally your online brand community or leverage social media’s power to drive sales, sentiment analysis tools can help. It is also a surefire way to determine people’s problems and address them before they threaten your bottom line.


What Is Sentiment Analysis?

It is a means to identify the opinions or views expressed online about your business, brand, products, and services. Also known as emotion AI or opinion mining, sentiment analysis allows you to distinguish negative, positive, and neutral engagement and ultimately deduce valuable conclusions.

All in all, it lets you understand how your customers perceive your brand and what they think about you.

There are many ways to carry out sentiment analysis. It usually happens via data mining, a process that extracts public opinions from the data available online.

Determining sentiment analytics is a significant aspect of any social media monitoring strategy. It helps you gain a better, more comprehensive understanding of your target audience.


Why Is Sentiment Analysis Important?

For starters, key components of social media strategy rely on a sound understanding of sentiment analysis. Social media monitoring, social listening, customer experience analytics, image analytics, and social media analytics – all of these are intertwined with sentiment analysis.

Usually, the sheer wealth of available data can make it challenging to sort through. This is where sentiment analysis comes into play. It makes it easier for brands to gauge valuable insights from unstructured data using automation and algorithms. IDC projects that by 2025, 80% of the universal data will be unstructured.

The benefits of monitoring your audience’s sentiment analysis allow you to extract their emotions and opinions about your brand’s online presence. Additionally, it sheds light on how users perceive your brand and help you build a more effective and stronger social media strategy.

Know Your Audience

It is almost impossible to thrive in the business world without fully knowing your customers. Audience views and opinions show who you are addressing and what content will be best for them according to their requirements.

Fortunately, sentiment analysis centers fundamentally on targeting the audience with the right demographics and track the conversation tone. That way, it helps you make most of the content you post, allowing you to modify your approach accordingly.

When you know your audience better, you can provide them with the right solutions, address their concerns, offer features that will augment engagement, and deliver useful insights.

Insights Provide A Data-Based Marketing Strategy

Sentiment analysis is an exclusive metric that offers you myriad factual information and reveals the inspirations behind the purchasing decisions of your customer’s decisions or the reasons for their searches.

While sentiment analysis gives a closer look at past patterns and behaviors, it also helps you steer your future strategies in an accurate direction.

Furthermore, sentiment analysis divulges strategic data about the competition, which allows you to formulate an effective plan to differentiate your brand from the rest.

Social media monitoring tools like Mentionlytics lets you use your competitor’s brand name as a keyword and gain better insights about them. Data-based insights from sentiment analysis and listening tools can help you amp up your marketing strategy and, ultimately, brand performance.

Improve Customer Service

It isn’t exactly possible to predict when your business might fall prey to a public relations crisis. Still, you must have a mechanism in place that listens to public sentiment around your brand, catching the negative mentions and comments as and when they show up online.

This is key to timely responses so you can keep the matters from blowing up disproportionately. In fact, sentiment analysis and tracking are the cornerstones to prompt customer service, especially during a crisis. The faster you reply, the quicker you can resolve their problems.

Monitor Influencers and Industry Leaders

In order to take your brand presence to the next level, it’s imperative for you to stay on top of the market. You can do this by monitoring phrases or keywords, which is a simple way to enhance your online performance.

Whether it’s about running influencer campaigns or keeping track of the trends, it’s always good to keep track of the industry leaders.

Analyzing similar content and discovering the number of shares and likes can provide you with crucial insights about what the competition is doing right and wrong. Again, sentiment analysis plays a significant role in helping you gauge all of this.

Measure Your Marketing Campaign

Like other various aspects of the businesses, quantifying the data is the keystone of marketing analysis and marketing intelligence. It should always be the base for measuring your past and future social media marketing campaigns’ success.

Monitoring the number of comments, shares, likes, or reach is indeed useful information. However, alone this information lack context and direction, which is where sentiment analysis comes into handy.

Sentiment analysis narrates a story that describes why your content performed in a particular way. For example, the post’s message didn’t resonate with the audience, or perhaps it lacked value. Either way, sentiment analysis will specify how to develop a better marketing campaign as you advance.

How to Use Sentiment Analysis for Brand Building?

Tracking your audience’s sentiments lets you comprehend how and what their feelings are behind your social media content and posts.

Knowing the reason for your posts’ reaction can be a source of valuable context for your brand on how to proceed and respond with your next business plan.

Augment your marketing efforts in the long term by using sentiment analysis to build a formidable digital presence for your brand.

Monitor Your Brand’s Social Media

Social media platforms are a place where people can express themselves openly. They share their opinions, thoughts, views, and even criticism. Sentiment analysis is an effective way to stay ahead of the curve in terms of social media buzz and monitor it to know what users say and perceive about your brand.

Social networking has motivated users to be honest, open, and direct about everything, including brand products.

Consumer sentiment analysis on social media is the most appropriate parameter that helps you measure your social media marketing campaigns’ performance. That way, you are also able to quantify your efforts.

Additionally, it gives you in-depth insights into your brand’s online performance. It allows you to apprehend the content as well as the context of user’s opinions on different platforms.

When you analyze the audience sentiment, it enables you to drive valuable conclusions about the customer voice with clear data visualizations. The sentiment outcomes are obvious: both positive and negative emotions are based on a specific situation.

If you are in the process of incorporating sentiment analysis mechanisms into social media monitoring, here’s how you can do it.

  • Analyzing Facebook posts and tweets to track the sentiment analysis for a specific audience and a particular time frame
  • Carry out a sentiment analysis on all your brand-related mentions and prioritize by importance
  • Use several filters to generate insights that can enable you to gain a better idea and understanding of your audience

Focus on The Voice of the Customer (VOC)

Listening to customers’ voices may seem like it doesn’t require much effort, but it’s where brands miss the mark. Focusing on data analysis, feedback collection, and an actionable plan are all vital aspects of the voice of the customer and should be gauged recurrently.

Sentiment analysis lets you discover what people are talking about when discussing your brand, making it a powerful means to increase your engagement with them.

Using social listening tools can help you learn more about your community and their perceptions about your brand on the whole.

An exclusive platform like Mentionlytics helps you listen to what your audience is saying about you and lets you become a part of their conversations instantly. It facilitates a seamless workflow, which ensures that no question or comment goes unanswered.

Get Insights from Product Analysis

Nothing is worse than reading an abundance of negative reviews on your feed that will eventually impact and ruin your brand’s reputation. It’s crucial to promptly address the negative responses and comments and make sure that the concern was adequately resolved.

Sentiment analysis gives you the ability to monitor brand mentions for a specific product and reply to negative feedback before it’s too late.

Furthermore, it’s also an ingenious way to convert your negative comments into positive interaction while acknowledging your audience’s constructive criticism.

Track Your Competitors

A strong brand is what shapes its online presence. It gives you a leading edge for your products as well as reputation. You monitor both the consumer sentiments and competitor insights that generate a better process.

Sentiment analysis is a robust tool that lets you predict people’s reactions. It acts as a strong indicator and allows your brand to adopt the most suitable approach.

Furthermore, both negative and positive comments narrate a story about what the customers like and dislike about your brand or a specific product. Therefore, it is pivotal to get in the conversation.

Improve Customer Care

Although most businesses have dedicated customer support, chatbots, and call centers, people still look online for help. Ensure that they can reach you across platforms, and you can pretty much guarantee their loyalty.

Sentiment analysis allows your brand to identify online users in need and support them. When you willingly join their online conversation, it enhances your brand’s credibility and lets them know that you value their feedback and queries.

Along the same lines, it is a surefire tactic to grow your brand into an industry leader by being the first one to participate in your audience’s conversations.

A simple approach to comprehend your audience’s opinions about your brand, product, industry, or competition begins with powerful sentiment analysis.

An all-inclusive tool like Mentionlytics offers an AI-powered feature that enables you to instantly visualize your audience’s sentiment for any campaign, post, or matter. That way, you get to know the emotional impact of your social media content in no time.

Ready To Monitor Your Brand’s Social 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.

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.

On top of that, 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.


Furthermore, the 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.

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.