For social, marketing, communications and PR professionals, understanding your audience gives you the necessary context to create meaningful campaigns and prevent impending crises. As our primary task lies in engagement, persuasion and reputation management, sentiment analysis should be at the cornerstone of every content-based strategy.
With conversations around brands happening primarily on social media, you have no choice but to stay on top of emerging trends in the virtual world. Plus, there's the added benefit of the rich psychographic and behavioural data you'll come across along the way.
How your brand responds to an impending crisis could make or break your reputation. However, as we've touched on, most teams don't have the time or resources for opinion mining and running sentiment analyses, manually - and even if they did, it still wouldn't yield very accurate results. It takes time to filter various pieces of text, identify the type of sentiment associated with those texts, organise the data according to relevant criteria and finally produce a meaningful report.
This is why it’s important to use AI-powered sentiment analysis tools, to achieve a more efficient and insightful outcome. These make use of data science techniques, using algorithms that identify sentiment from a large dataset almost instantaneously. Also, the artificial intelligence (AI) technology that facilitates these actions is constantly improving and, combined with machine learning, has become a powerful mechanism for understanding human emotion online.