But where are the opportunities? Based on the previously discussed network theory around scale-free networks, the chance that people will stop talking about a brand is small. As long as there are disruptions, people will continue to complain about them. This is where the power of sentiment analysis lies. Negatively discussed brands must analyse what is being negatively discussed. Is this the product, the service or perhaps even the television commercial? Insights into this must be decisive for adjusting a certain product, service or television commercial, so that the average sentiment becomes more positive. With this type of insight into online sentiment, problems can be tackled at the source.
Another strategy focuses on positive messages. Marketers cannot possibly solve telecom failures. In this case, the general sentiment can be countered by a strategy that focuses on increasing positive messages. Analyse what is being talked about when a brand is being discussed positively and set up a content strategy based on this.
3. Brands with lots of messages and positive sentiment
There are also many opportunities for a much-discussed and predominantly positively discussed brand. Here too, the sentiment must be compared with competitors to give a value judgment to this sentiment. The opportunities for these brands therefore lie mainly in obtaining insights from social media for improvements in the future. It can be analyzed which products are mainly discussed positively and which products are mainly discussed negatively. Based on this, a communication and content strategy can be set up to further increase the general sentiment and generate even more positive (and less negative) word-of-mouth.
In the long term, sentiment can be seen as a barometer that shows whether certain campaigns have indeed resulted in a more positive sentiment. In the short term, sentiment analysis is mainly useful in analyzing product introductions or other brand expressions.
In summary
Greenberry analyzed a total of 2.1 million messages about the top 100 advertisers. turkey mobile phone number list There is a substantial amount of talk about these brands, but the turnover is disproportionate; 71% of the messages are about the twenty most talked about brands. The NS was the most talked about brand, just like last year, followed by ING and Albert Heijn.
The most discussed moment was the disruption at ING and caused a very negative sentiment in the short term. In the longer term, however, this sentiment recovered quite quickly. Campina was discussed most positively, while UPC was discussed most negatively. The telecom sector was the only sector that was predominantly negative.
The power of a sentiment analysis lies mainly in a comparison with competitors.
Insights about negative and positive topics can be used as a basis for setting up a content strategy.
Sentiment can be very valuable in the long run and can serve as a barometer for online brand image (does an outage lead to more negative sentiment in the long run? Or has a certain content strategy led to more positive messages?)
In the short term, sentiment analysis is mainly valuable for gaining insights into product introductions or other new brand expressions (such as advertisements).
The complete research on the Top 100 brands and social media can be downloaded here .