Every Tuesday evening #MetricsChat gathers on Twitter to discuss topics surrounding marketing, analytics, and rising trends in the social space. This week we covered sentiment for marketing with special guest Roni Leibovitch from Marketing Associates headquartered in Detroit, MI.
Q1. In you opinion, why is social sentiment important to marketing?
A1. Not everyone is happy with your product; sentiment allows to identify negative (&positive) and treat them unique #MetricsChat @macroneus A1. pt2: also, as things progress to real-time it's humanly impossible to comprehend the volume of emotions #MetricsChat @macroneus A1. Additionally, everything you do should aim to change sentiment (for the better) or reinforce where it is already strong. #MetricsChat @greggweiss A1. Sentiment IS emotion - positive or negative - core to any relationship - online and offline. #MetricsChat @cbarrows
Q2. How can sentiment be collected to understand and use it effectively?
A2. Behind facts there's emotional ways to tell a story&look someone digitally in the eye&connect. Focus on what it means to them! #MetricsChat @greggweis A2. @viralheat as @greggweiss mentioned social is a 2-way street, understand it and build a trust-worthy relationship #MetricsChat @macroneus A2. Sentiment doesn't need to be organized in a "numbers" fashion to be effectively used. More of a sliding scale #MetricsChat @lisakwiese
Q3. Have you seen companies use sentiment to their benefit?
A3.#PerformanceBuzz during the GRAMMYs! :-) “RT @viralheat: Q3. Have you seen companies use sentiment to their benefit? #MetricsChat” @greggweis A3. Yes this company called @@SocialMarion
Q4. What are key metrics which indicate sentiment?
A4. On the surface it's polarized: negative, neutral & positive #MetricsChat @macroneus A4. Net Promoter Score is a good metric if looking at sentiment over time. Positive, neutral, negative are the inputs. #MetricsChat @greggweis
Q5. Have you seen a trend in more brands interested in their online sentiment?
A5. That's why we have brand managers. Brands care about their sentiment and want the first reaction to be good! #MetricsChat @lisakwiese A5. Definitely, especially as social integrates with other media such as TV #MetricsChat @macroneus A5. def seeing more of a 'voice' behind the brand and some biz have initials of those who are posting under the brand. #MetricsChat @SocialMarion
Q6: How do you segment mentions of your brand not related to your campaign?
A6. this gets a bit more advanced: but 3 letters: NLP (Natural Language Processing) #MetricsChat @macroneus A6. By using @viralheat? ;-) #MetricsChat @kervinmarketing A6. You shouldn't segment- campaign is PART OF A WHOLE brand. Can't look at them as separate entities. They work 2gether #MetricsChat @lisakwiese
