Sentiment Analysis for a Retail Brand’s Social Image

Businesses need to not only make profits and returns from their service, but also objectively understand different points of views that its customers have by keeping track of online feedback and traction. Owing to recent technological developments, it has become easier than ever to use machine learning and algorithms to analyse text that is online. There are many ways artificial intelligence can be used to do a deep study into classifying customer conversations about a particular brand.

There are two main things a business needs to keep close check of- the salient features of the brand’s services and products and also the customers’ intention and emotional response to the same. Sentiment analysis solution refers to the classification of incoming messages and existing online communication and to ascertain if the fundamental sentiments behind these are positive, negative or neutral. This helps in gauging what people are saying on online platforms and how social communities regard one’s brand.

A brand’s social image is important to understand its overall reputation with the public and this can be improved and worked upon on a variety of fronts:

Audience perception is one of the cornerstones of any successful business. It is monumental that the brand understands what kind of content is useful to the customer’s needs. Sentiment analysis coupled with raw data that can be brought in through insights on any social platform can be used to target the correct demographics and to keep an eye on the overall tone of the discourses.

You all aware about how customer feedback is important for any business. Gain additional insights by reading on Voice Of Customer Analysis For The World`s Largest Sports Goods Retailer

When a business or a content creator is told to expand their presence, it’s not to simply just have a profile on every social media platform. It is paying attention to the kind of reception and what is being said about one’s brand so as to pinpoint where the brand’s reach should go out to. One’s brand can actively take part in the forums where relevant topics are deliberated, they can improve their brand image by first answering pertinent questions.

The most important step right after is analysing how these answers are perceived by the audience and seeing what kind of reactions it stirs up. Sentiment analysis tool works in specific at this juncture, as the feedback can be used to discern what kind of changes the brand has to partake when it comes to its interactions on social and online forums. If done in the right way, the company also has an opportunity to tell its own story and have more outreach.

It is crucial to find out the full story from a customer and to double check one’s mentions so as to leave some space for errors. It is very easy to misconstrue words online as sentiment analysis is not always just merely positive or negative. For example, “I ugly cry every time I think about how much less work, I’m doing thanks to my new helper robot. I have so much more time in life!” Words such as “ugly” and “cry” can be used in the context of sarcasm and cannot be pegged as negative reaction, rather they are extremely positive ones. These words are merely outliers but a mix of social listening and machine learning is ideal.

Human intervention is crucial at the backend of contextualizing conversations, as machine algorithms can only compute a number of possibilities. It is imperative to understand how machine learning can work with human minds to better understand the meanings of discourses.

Also Read: Why Sentiment Analysis plays a key role in strategy formulation

Extensive knowledge on competitors can be a huge advantage because just as much as one would want to know what customers feel about their business, they should also have a sense of what their audience feels about their competitors. Sentiment analysis can bring to the forefront some strategic information about competitors and help in formulating plans that will starkly differentiate one’s brand from its competitors.

Finding a tone and making sure the messaging is on point is very important. Using snarky and relatable humour can go lengths to create a positive brand image amongst audience’s mind sets. Monitoring the brand’s health especially during product launches, workshops, pricing changes or big announcements helps in creating a positive relationship with the existing & new and incoming audience.

The first thing people do when they run into a problem is go to the internet to find a solution. Hence, it’s important to place one’s brand as a beneficial resource to gain the audience’s trust and loyalty. For example, if there is a thread on Quora about finding the right design team for a web page- a designing firm should have active backend workers who seek out such posts, and offer solutions to the said problems.

The challenge to using sentiment analysis to find such instances is that it must be done in an effective manner. It is important to keep in mind, how relevant the defusal of the problem would be to the brand that is dispersing the solutions. It’s always helpful to track the industry’s social influencers and brands and see what kind of marketing campaigns they use with a watchful eye.

Using similar keywords, phrases alongside looking at similar content and exploring crucial insights such as the like and comment inflow can make one understand what they are doing right and wrong.

Also read: Text Analytics of Social Media Comments Using Sentiment Analysis

It is very easy to get disheartened by a heavy inflow of negative comments and to think of how it can tarnish a brand’s reputation. It is essential to address these swiftly and efficiently to curb further mishaps. Sentiment analysis will help to keep track of a brand’s mentions on online forums for a specific service or product. If the negative reviews get out of hand, it can be defused appropriately and be made to look as constructive criticism.

Sentiment analysis can be used to analyse a very wide range of emotions and point marketers towards making new marketing strategies and creating a positive brand image. Understanding the target audience and their underlying intentions with one’s brand can help brands provide a unique and positive sentiment to the wider public.

It is important to make sure that the algorithms and machine learning which work upon collecting data and analytics work closely with human minds in order to provide a methodical and empathetic feel to online strategies.

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