How you grade on sentiment score of your brand on social media can either help increase sales or bring unforeseen crisis. So what is social sentiment and why is it so difficult to get accurate scoring?
Watch this 1,5-minute video, explaining to you what "social sentiment" is. Transcript of the video is available below, in case you prefer reading over watching/listening!
How you grade on sentiment score of your brand on social media can either help increase sales or bring unforeseen crisis. So what is social sentiment?
1. Social Sentiment
Social sentiment refers to the emotions behind a social mention, like how people are feeling when posting comments, pictures, and videos on social media. People's social sentiment can be categorized into positive, negative, or neutral. The overall sentiment of people talking about your brand has an enormous affect on your brand image and ultimately to sales revenue.
2. Typically, your social sentiment score is wrong!
Your brand sentiment score is typically incorrect because most social media analytics tools fail to interpret images, videos, slangs, and sarcastic posts accurately. This example from Instagram would most likely be categorized as a positive post because the text in the post mentions words such as "lovely coat", "new style", and "great idea". But if you look at the image, this person was being sarcastic since she found a hole in her new coat. Only a premium social media analytics service using human intelligence would be able to accurately categorize this post's sentiment as negative.
More examples that are tricky to cateogrize into correct sentiment are available in our blogs on our website.