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July 25, 2020

Why Measuring Campaign Sentiment is Important

The ultimate goal of social media content is to involve an emotional response. No one, whether personal or business, posts for the sake of nothing. People are looking for a response to their efforts.

For a brand, this means measuring the sentiment of your campaigns and ensuring people have an emotional response. Knowing how your post will make people feel can provide important context for how to respond and proceed. Here are a few reasons why measuring the sentiment of a digital campaign is important:

Audience Insight

The more information you have about your audience, the easier it is to market to them. Understanding an audience’s reaction to posts helps to strategically plan current and future marketing campaigns.

For example, what if your brand sells a new product and runs a social campaign on it? Then, the audience points out that one ingredient has a negative impact on the environment.

A business is now in the position to take action and adjust the message accordingly. You can choose to remove the product from stores and redevelop or change your marketing approach. The idea is that at least you have the information to shift gears and reestablish consumer trust.

Customer Service Support

Monitoring sentiment is vital for customer service and the working representatives. Users can monitor dissatisfaction and react accordingly before any negative sentiment spreads.

This is especially important for B2C businesses that are reviewed by consumers online. They are particularly vulnerable to the risks of poor sentiment. When you are a public-facing organization that relies on positive reviews, you must be tuned-in to what people are saying.

It also gives you the one-off chance to turn a bad review into a positive experience. The sooner you address a public issue, the more the audience sees your business isn’t afraid to face them head-on.

Relays Brand Messaging

Brand perception is everything in this modern age and corporate communication should have their finger on the pulse at all times. Using sentiment analysis, a business can gauge the temperature of an audience before sending out a message. This is simply executed by viewing your competition.

Take a look at brands with a similar audience. What is their target audience responding to? What do they frown upon? Learn from your competitor’s wins and losses and it will save time and money.

Sentiment analysis is also helpful when establishing and monitoring your brand’s top keywords. It facilitates finding thought leaders and influencers relevant to an industry.

Improving Sentiment

There’s room for improvement in every aspect of business and social sentiment is no different. Here are a few ways to bolster sentiment today:

Create Killer Content

Although this seems like a given, people often fall incredibly short. You want material that builds engagement and creates trust. This is what leads to positive sentiment. People will always share content they find valuable.

Know the Audience

Social media is often decided before you even post a thing. Good sentiment always starts with knowing your audience (KYA). When you understand the people well, a business is able to finely tune and craft the perfect messaging. Listening to customers opens tons of doors for social media opportunities.


Don’t just leave people hanging. You must engage with them on social media. There are two types of ways to interact on these channels:

Understanding all the ins and outs of social sentiment is a long conversation but it starts with knowing the purpose. Ultimately, it’s about consumer satisfaction. This is what drives brand loyalty and keeps customers coming back for more.

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