15. Social Listening

Example of Social Listening (Wrong)

e.l.f. cosmetics and matt rife collab

Example of Social Listening (Right)

Dr Pepper turns TikTok creator's jingle into national commercial

What is sentiment analysis?

Process of computationally identifying and categorizing opinions expressed in a piece of text.

What is sentiment analysis used for?

Used to understand the attitude of people toward a particular topic, brand, product, or service

What kind of decisions does sentiment analysis help with?

Helps make data-driven decisions.

Why use sentiment analysis in social media marketing?

• listen and manage reputation

• product and service development

• types of online listening

Listen and Manage Reputation

Listening is a fundamental aspect of the social media marketing strategy.

Whta is a fundamental aspect of the social media marketing strategy?

listening

What does listening improve insights on?

• Market Understanding

• Brand Mentions

• Influencer Identification

• partner development

• content and campaign ideas

• negative comments

• sales opportunity

Market Understanding

Which types of conversations are interesting to your prospects and customers?

Brand Mentions

• How popular is your brand compared to competitors?

• Issues discussed around your brand?

Influencer Identification

• Spreading your brand beyond your current network.

• Instant reach.

• Credibility.

Partner Development

• Strategic partnerships.

• Involvement in their discussions.

Content & Campaign Ideas

• Which “social objects” are shared?

• How do companies run their campaigns?

Negative Comments

Managing and responding to negative comments about your brand.

Sales Opportunity

Identify leads and sales opportunities.

Product and Service Development

Developing products and services according to your customers by listening to them.

Examples of Product and Service Development

Lay’s ‘Do Us a Flavor”

Oreo’s “OREO x BabyMonster” Tumbler

Types of Online Listening

• Social Monitoring

• Social Research

Social Monitoring

Continuously track daily mentions (brand protection, customer service outreach, and engagement).

Social Research

Strategic and ad hoc (campaign planning, product development, online experience improvement).

Why is sentiment analysis important?

• Track and monitor customers’ opinons in real time

• Helpful in identifying opportunities

• Improve customer engagement and loyalty

• Stay ahead of the competition

• Measure the success of marketing campaigns

How many steps are in sentiment analysis?

5

What are the steps in sentiment analysis?

1. Tokenization

2. Clean the Data

3. Remove Stop Words

4. Classify Words

5. Calculations

Step 1 of Sentiment Analysis

tokenization

Tokenization

splitting a string of text into smaller pieces, called tokens

Step 2 of Sentiment Analysis

cleaning the data

cleaning the data

Remove all those special characters or any other words that do not add any value to the analytics part.

Step 3 of Sentiment Analysis

removing the stop words

what are stop words?

commonly used, low-information words (such as "the," "is," "and," and "in") that search engines and natural language processing (NLP) systems typically ignore to focus on significant keywords

examples of stop words

the, is, in, and

Step 4 of Sentiment Analysis

classification of the words in positive, neutral, and negative

Step 5 of Sentiment Analysis

calculation

What tools can be used to perform sentiment analysis?

1. Natural Language Processing (NLP) Libraries

2. Machine learning models

3. pre-trained models

4. cloud-based APIs

5. rule-based systems

Natural Language Processing (NLP) Libraries

NLTK, and CoreNLP, provide a set of pre-defined rules and algorithms for sentiment analysis.

Machine Learning Models

Random Forest, and Deep Neural Networks (DNN).

Pre-Trained Models

BERT, GPT-4.5, and RoBERTa.

Cloud-Based APIs

Google Cloud NLP, Amazon Comprehend, and IBM Watson Natural Language Understanding

Rule-Based Systems

dictionary-based systems use a set of hand-crafted rules to identify the sentiment of a given text.

Example of Rule-Based Systems

The restaurant was clean and the food decent. (Positive)

The package arrived late, but at least it was free shipping. (Neutral)

This movie was so good I almost fell asleep. (Negative)

What is fundamental in social media marketing?

Listening to online conversations is fundamental in social media marketing.

What should you ensure is in place?

Ensure appropriate tools are in place to listen to and follow up on different “social mentions.”

What is a valuable tool in social media marketing?

Sentiment analysis is a valuable tool in social media marketing.

What can you use to perform sentiment analysis?

There are several tools to perform sentiment analysis.