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But what does this information tell you about how your customers feel about your brand?<\/p>\n
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Customer sentiment is tricky to pinpoint and apply, but it is just as important to know as any other detail about who you are selling to. In many ways, sentiment determines your customers\u2019 actions. If they are skeptical, they will seek out information to build trust or confirm their doubts. If they dislike your brand, they will ignore your marketing messages. On the other hand, if the sentiment is positive, they will (hopefully)<\/em> recommend your company or product to other people.<\/p>\n <\/p>\n <\/p>\n So, how can your online brand gain a better understanding of this critical metric?<\/p>\n <\/p>\n <\/p>\n <\/p>\n <\/p>\n Unfortunately, there will always be some customers who will never be happy with anything you do. Whether it is because they love your competitor, dislike an inconsequential detail about your brand, or have a legitimate reason, you will discover that a certain degree of negative sentiment is unavoidable.<\/p>\n <\/p>\n <\/p>\n While you can never turn all of your \u201chaters\u201d into fans, it is important to understand the factors that lead to negative sentiment \u2013 as well as which ones are avoidable. One way to do this is through monitoring negative customer reviews and analyzing the meaning behind complaints.<\/p>\n <\/p>\n <\/p>\n The best way to gather the specifics that you need about your customers\u2019 biggest pain points is by requesting 360-degree feedback by asking them to share the pros and cons of the experience. For example, Trustpilot<\/a> asked their customers to offer specific details on the things they both liked and disliked about the product.<\/p>\n <\/p>\n <\/p>\n <\/p>\n <\/p>\n Source<\/a><\/p>\n <\/p>\n <\/p>\n Trustpilot\u2019s customers are also prompted to offer recommendations and discuss the specific benefits they have experienced since using the platform. This leads to data-rich reviews that shed light on certain factors that lead to negative sentiment, as well as opens up opportunities for improvement.<\/p>\n <\/p>\n <\/p>\n By gathering this kind of data directly from their customers, Trustpilot is able to make better improvements and changes that their customers actually want.<\/p>\n <\/p>\n <\/p>\n <\/p>\n <\/p>\n Using a social media monitoring system helps your marketing team keep track of any mentions of your brand\u2019s name or product online. Furthermore, social platforms are also a great place to conduct research on the sentiment of your brand and see how customers really feel about it.<\/p>\n <\/p>\n <\/p>\n But, you will need to look outside of just your followers\u2019 conversations to gather accurate sentiment data. Did you know that 96% of people<\/a> who mention a brand on social media do not actually follow it?.<\/p>\n <\/p>\n <\/p>\n If getting more followers on Instagram<\/a>, Facebook, or any other social media platform is a top goal, you will want to understand the best practices for online interactions in order to create and create positive experiences. Interacting with a customer at the right time can help you turn around their sentiments immediately if they are experiencing any problems.<\/p>\n <\/p>\n <\/p>\n You should also utilize social media to inculcate positive sentiment with other customers as they observe these interactions. For example, there was a public encounter when a Southwest Airlines<\/a> customer left her bridesmaid dress at home. Since she flew Southwest to the destination wedding, she decided to contact them via Twitter about the situation. Their marketing team jumped on this opportunity for great branding.<\/p>\n <\/p>\n <\/p>\n <\/p>\n <\/p>\n Source<\/a><\/p>\n <\/p>\n <\/p>\n Southwest Airlines\u2019s Twitter account followed the journey of this dress from the moment they found it to the minute it arrived at the wedding. This became a trending topic on Twitter and gained Southwest Airlines a lot of positive media attention. In turn, this helped to stir up more positive sentiment with a very wide audience.<\/p>\n <\/p>\n <\/p>\n <\/p>\n <\/p>\n Using influencers<\/a> to promote your brand on Instagram and other social media platforms is a great marketing strategy. However, most of these campaigns are based solely on audience reach, not the fact that the promoter themselves like the product. <\/p>\n <\/p>\n <\/p>\n This can obviously lead to inauthentic promotions or even some PR disasters, like the infamous Scott Disick Instagram post<\/a> where the instructions to the post were published in the comment. Clearly, Disick (or his PT team) did not double-check before creating the post, nor was he an actual fan of the product since he was clearly not writing the caption on his own.<\/p>\n <\/p>\n <\/p>\n <\/p>\n <\/p>\n Source<\/a><\/p>\n <\/p>\n <\/p>\n Partnering with people who actually like your product can make your promotions much more effective. There could be some great opportunities for brand partnership right underneath your nose that only sentiment analysis and engagement tools, such as Scrunch<\/a> or Tinysponsor<\/a>.<\/p>\n <\/p>\n <\/p>\n These platforms track sentiment through searching specific keywords, you can spot accounts that have mentioned your product in the past or are super interested in your industry. For instance, say that you sell all-natural vitamin supplements. Through social media monitoring, you can identify accounts that post positive content about the types of products you sell organically – or even mentions your own brand. This opens up the door for you to step in and see if there is a possibility for collaboration and advocacy.<\/p>\n <\/p>\n <\/p>\n Sentiment analysis can also help you to discover micro-influencers that may not seem directly related to your business, but could actually be extremely influential.<\/p>\n <\/p>\n <\/p>\n For instance, Soylent sells meal replacement beverages that are typically sponsored by health and fitness gurus. However, through social media monitoring<\/a>, they discovered that their product was actually quite popular among gamers who were looking for healthy, fast meals that they could easily consume while continuing to play.<\/p>\n <\/p>\n\n
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