Twitter Sentiment Analysis for Brand Insights
Table of Content ● Twitter Sentiment Analysis for Brand Insights ● Sentiment Analysis: how do your consumers feel about your brand? ● How important is Twitter sentiment analysis? ● The Benefits of Text Analytics and Twitter Sentiment Analysis
Overview The other day I was driving to the cottage with my son when I asked if he wanted to stop off and grab a Subway sandwich. He blurted “no, didn’t you hear, their buns are basically cake, with all the sugar that’s in them.” I guess I had my head too deeply buried in my work to have caught one of the biggest brand PR crises of the year. Ireland’s Supreme Court had just ruled that bread sold by Subway contains so much sugar that it cannot be legally defined as bread. When you’re a brand like Subway, who’s built its customer trust on being “a healthy alternative” to its higher calorie competitors, this type of breach can ultimately obliterate your bottom line. This got me thinking about the impact that a public sentiment catastrophe can have on a big, privately held company like Subway and lead me to check the change in its brand sentiment from twitter.
Sentiment Analysis: how do your consumers feel about your brand? We live in a consumer era fueled by social media, transparency and 24/7 digital dialogue. Brands always want to know what consumers are saying about them on Facebook, Twitter or Instagram. That’s why many of the world’s top brands use social media listening and monitoring. It’s essential for them to understand the feelings, opinions and motivations of their customers. By understanding these sentiments, they can make data-driven decisions to strategically improve their products, services, customer experience and marketing. Basically, negative consumer feelings drive change. They often light a fire under organizations that fail to innovate quick enough. The more businesses know about their customers, the better they can make the changes necessary to serve them in a better, more personalized way. That’s where sentiment analysis comes in.
How important is Twitter sentiment analysis? From its earliest days, Twitter has been seen as the social media’s home for news, journalistic chatter and business analysis. Over the last 5 years, younger, more exciting social media platforms such as Instagram, SnapChat and TikTok, appear to have stolen the shine from Twitter, their older, more established adversary. Yet, with 330-million monthly active users, 500 million tweets posted every single day, and 23 percent of the internet population claiming to be on Twitter, this social media platform is no slouch. Add this to the fact that 67 percent of all B2B businesses use Twitter as a digital marketing tool, and the idea of Twitter’s obsolescence quickly fades. Twitter remains a treasure trove of consumer insights for thousands of brands including such biggies as Nike, Apple and Starbucks. So when we applied text mining to tweets, to better understand Subway’s recent media storm, important sentiment trends and brand insights became immediately evident.
The Benefits of Text Analytics and Twitter Sentiment Analysis
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