Brands with lots of posts, but negative sentiment
Brands with many messages and negative sentiment are currently mainly internet and telecom companies. ING also had negative sentiment during the period of this research. An important lesson for much-discussed brands with negative sentiment is that this sentiment must be given meaning in comparison to competitors. Negative sentiment is not necessarily bad.
But where are the opportunities? Based on the previously discussed network theory around scale-free networks, the chance that people will stop talking about a brand is small. As long as there are disruptions, people will continue to complain about them. This is where the power of sentiment analysis lies. Negatively discussed brands must analyse what is being negatively discussed. Is this the product, the service or perhaps even the television commercial? Insights into this must be decisive for adjusting a certain product, service latvia phone number list or television commercial, so that the average sentiment becomes more positive. With this type of insight into online sentiment, problems can be tackled at the source.
Another strategy focuses on positive messages. Marketers cannot possibly solve telecom failures. In this case, the general sentiment can be countered by a strategy that focuses on increasing positive messages. Analyse what is being talked about when a brand is being discussed positively and set up a content strategy based on this.
There are also many opportunities for a much-discussed and predominantly positively discussed brand. Here too, the sentiment must be compared with competitors to give a value judgment to this sentiment. The opportunities for these brands therefore lie mainly in obtaining insights from social media for improvements in the future. It can be analyzed which products are mainly discussed positively and which products are mainly discussed negatively. Based on this, a communication and content strategy can be set up to further increase the general sentiment and generate even more positive (and less negative) word-of-mouth.