In the long term, sentiment can be seen as a barometer that shows whether certain campaigns have indeed resulted in a more positive sentiment. In the short term, sentiment analysis is mainly useful in analyzing product introductions or other brand expressions.
In summary
Greenberry analyzed a total of 2.1 million messages about the top 100 advertisers. There is a substantial amount of talk about these brands, but the turnover is disproportionate; 71% of the messages are about the twenty most talked latvia phone number list about brands. The NS was the most talked about brand, just like last year, followed by ING and Albert Heijn.
The most discussed moment was the disruption at ING and caused a very negative sentiment in the short term. In the longer term, however, this sentiment recovered quite quickly. Campina was discussed most positively, while UPC was discussed most negatively. The telecom sector was the only sector that was predominantly negative.
Some important lessons are:
Insights about negative and positive topics can be used as a basis for setting up a content strategy.
Sentiment can be very valuable in the long run and can serve as a barometer for online brand image (does an outage lead to more negative sentiment in the long run? Or has a certain content strategy led to more positive messages?)
In the short term, sentiment analysis is mainly valuable for gaining insights into product introductions or other new brand expressions (such as advertisements).
The complete research on the Top 100 brands and social media can be downloaded here .