The best social media sentiment analysis tools can determine the mood and emotions behind user-generated comments that appear on social sites as well as online reviews. These tools use Natural Language Processing (NLP) to spot patterns in text, identify keywords and extract information for further analysis of the attitude behind social media content—whether it’s negative or positive sentiment, or something in between.
Your easy guide to the best social media sentiment analysis tools designed for today’s digital marketer. If you want to find which people love your brand, who is talking about you and who your biggest advocates are, then tools such as Brandwatch, Brand24 or Mention can help. These are three of the best tools around that won’t break the bank, especially if you’re on a startup or smaller company budget.
What is sentiment analysis?
Sentiment analysis is a method of text analysis that uses machine-learning and natural language processing to determine whether the sentiment behind a piece of writing is positive, negative, or neutral.
Why is it important to perform sentiment analysis for your target audience?
Sentiment analysis uncovers information that can’t be discovered in any other way. Big Data reveals your overall brand reputation and does the same for your competitors. Just having that data will improve your brand marketing strategy, but there are also less apparent ways you can use the information revealed by sentiment analysis.
How can you use the information gathered by sentiment analysis tools?
1. Flag customers for active communication
Analyzing sentiment around your competitors’ brands shows you the customers who are unhappy with your competitor’s products or services. If they are criticizing an issue that your product doesn’t have, you can easily swoop in with an attractive product offer.
If the sentiment analysis shows customers who are unhappy with your own brand, you can reach out to them and attempt to solve their issues.
Sentiment analysis tools can also reveal customers who are actively satisfied with your brand—i.e., they post positive things about your brand online. You might want to reach out and ask them to leave testimonials on your site or become an affiliate or brand advocate.
2. Uncover hidden conversations about your business
Sentiment analysis shows you the pain points and happiness points of your company. If your brand is popular, you’ll uncover entire discussions online that you can join to showcase your expertise or present your solutions.
You can approach the conversations about your business in two ways. The first is to act as a company representative: speak as an expert, promote your brand, answer questions and complaints.
You can also encourage your brand advocates to join in those discussions as inspired customers and thus promote your brand in a more subtle and possibly more persuasive way.
3. Keep a closer eye on your competition
Performing sentiment analysis for your competition is no less important than doing so for your own brand. You’ll find out what their customers are happy and unhappy about, and will be able to steal their good practices and avoid their mistakes.
For example, you can analyze how your competitor’s most recent marketing campaign turned out. You can’t usually get access to exact financial results, but you can find out whether the competitor’s target audience liked or disliked the campaign, what they said about it, and how much traction it received.
In addition, you can see which demographic was most satisfied with the campaign and which was least satisfied. If your competitor is an international brand, you can see how countries differed in their responses.
4. Understand your own messaging better
Sometimes, marketing campaigns, slogans, and ideas don’t work out as planned. Sometimes, you end up promoting a message you didn’t intend to promote.
Sentiment analysis reveals the reaction to your every word early on. If you say or do something insensitive, only sentiment analysis tools have a chance of catching the problem before it blows up.
Since the rise of social media, brands’ social media posts, marketing campaigns, and business decisions have frequently caused social backlash that could have been prevented with a sentiment analysis tool.
Even if you aren’t planning on anything controversial, it makes sense to know how people feel about the message you send out into the world.
5. Create a more holistic approach to your online presence
Social media marketing and other digital marketing strategies often go unassessed. We don’t know exactly what’s working and what isn’t. We don’t know the extent of the social media buzz and its effect on brand awareness and brand reputation.
Sentiment analysis is a part of the solution in that it makes us more aware of our online presence. It turns vague feelings the target audience has about our brand into numbers, and it helps us create better marketing strategies.
MonkeyLearn’s products easily integrate with tools like Zendesk and Google Sheets. If you know how to code, you’ll be able to use MonkeyLearn API to connect sentiment analysis tools to your stack.
You might also want to build a customized sentiment analysis model without writing a single line of code. The advantage of building your own sentiment analysis tool is that it will be more accurate.
By training it using your own business data and criteria, you can teach it to recognize industry-specific language and define each level of sentiment in relation to your business.
Don’t worry, building a sentiment analysis model is super easy with MonkeyLearn’s point-and-click interface: follow this tutorial on how to build a custom classifier.
Once you’ve analyzed your data for sentiment, connect your results to MonkeyLearn Studio to see your sentiment analysis results in finite detail.
Pricing: Explore pricing.
Lexalytics’s Semantria APIlet’s you set up sentiment analysis tools in the cloud. If you’re looking for an on-premise solution, tailored towards data scientists and architects who want full access to the technology or who need on-premise deployment for security reasons, look no further than Lexalytics Salience.
Whichever infrastructure you choose, you’ll have access to the platform’s powerful NLP sentiment analysis system, which can be tweaked to your specific needs, though you’ll need a data science background to understand how the Lexalytics API works.
Once you’ve gauged the feelings and emotions behind customer feedback, you’ll be able to visualize (and store) your results in Semantria’s comprehensive business intelligence tool.
While Lexalytics provides both text analysis and data visualization, you will need to be tech-savvy to use it.
Brandwatch’s was named as a leader in the 2020 Forrester Wave for social listening platforms, and the accuracy and precision of the platform’s sentiment analysis capabilities were considered above par when compared to other vendors.
Businesses use Brandwatch to monitor mentions online and understand the voice of customer, detect fluctuations in sentiment, and measure brand visibility in real time, 24/7. The self-claimed ‘consumer intelligence’ platform also provides machine learning custom classifiers, plus automatic entity disambiguation to identify topics and themes within data that has already been analyzed by sentiment.
As an added bonus, Brandwatch includes a unique “image insights” feature that lets you go beyond text data, so you can track how your logos are shared across millions of online sources and where they’re appearing.
Pricing: Book a meeting to find out more.
Brand24 has an ever-expanding list of features that make it more than just a simple monitoring tool. It provides you with the kinds of insights to improve your brand image and marketing strategy. The analysis tool doubles as both a powerful media monitoring platform and a powerful social media analytics platform. You can use its AI-driven sentiment analysis to protect your brand reputation, find marketing insights, and improve your customer service.
Brand24 doesn’t just pull in mentions from social media. Instead, it crawls through the entire web, looking for every occurrence of your keywords. You can find this data by filtering in many ways, including sentiment.
Brand24 features a comparison tool where you can compare the results of all your projects side by side. This is particularly useful when comparing your brand mentions (and their sentiment) with those of your competitors.
BrandMentions has indexed nearly 10 billion mentions on behalf of its 11,000 clients to date. It monitors every major social media platform and non-social website, including news sites, blogs, review sites, and more. You can save, organize, and report on your mentions, turning them into data points you can use for ongoing analysis and business intelligence.
The platform offers three pricing tiers, and you will find sentiment analysis included in all these plans. They carefully analyze each mention and let you know about their overall tone: positive, negative, or neutral.
Talkwalker monitors, ingests, and indexes billions of data points daily from all the major social channels and over 150 million websites, forums, and blogs, covering 187 languages. You can track sentiment across 92 languages. They can even “listen” for any appearance of your logo in images and videos. Their ability to parse out visual data from videos is extremely rare. Their video recognition even extends to analyzing TV and radio.
It includes robust brand intelligence tools. You will find a clean breakdown of statistics relating to mentions, engagement, etc., and can drill down into any data point to uncover the content or comments behind that data. It shows a net sentiment score, along with positive versus negative sentiment currently. You can visualize sentiment about your brand over time.
Social Media Sentiment Analysis Tools are quickly evolving to mine the wealth of data from social media sites. These tools aid in the understanding of brand perception, return on investment for marketing campaigns and other business intelligence.