{"id":17236,"date":"2018-12-06T14:12:02","date_gmt":"2018-12-06T21:12:02","guid":{"rendered":"https:\/\/memberpress.com\/?p=17236"},"modified":"2024-09-09T15:48:54","modified_gmt":"2024-09-09T19:48:54","slug":"using-social-media-sentiment-analysis-to-really-understand-your-members","status":"publish","type":"post","link":"https:\/\/memberpress.com\/pt\/blog\/using-social-media-sentiment-analysis-to-really-understand-your-members\/","title":{"rendered":"Using Social Media Sentiment Analysis to Really Understand Your Members"},"content":{"rendered":"

Have you ever wondered how your members feel about your membership site and business? How they truly<\/i> feel? If you were a fly on the wall, you could probably learn a ton just listening to your customers\u2019 casual conversations. We talked about the differences between social media monitoring and social media listening<\/a>. And we gave you a list of tools you can use to listen to your social media.<\/p>\n

Quick reminder about social listening:\u00a0<\/span><\/b><\/p>\n

Social listening is where you . . . listen to what\u2019s being said about your company and your brand\u2014even when you\u2019re not mentioned\u2014and even what\u2019s being discussed about your competitors and in your industry. Social listening is keeping your ears (and eyes) open for online conversations your current or potential customers are having that have to do with your business by tracking topics, themes, keywords, and hashtags relevant to your industry.<\/i><\/p>\n

But there\u2019s a part of social media listening we didn\u2019t talk about as in-depth, and that\u2019s social media sentiment. Social media sentiment is the part of social media listening that informs you about the positive and negative emotions behind a social post or conversation regarding your business. It\u2019s a way of measuring and knowing what\u2019s behind mentions, shares, comments, and other engagements. It\u2019s putting metrics into context and, as with almost every other situation in life, knowing the context in which something is said is critical to accurate understanding.\u00a0<\/span><\/p>\n

For example, you may be excited about all the shares your most recent Facebook post is getting, but what if those shares are captioned with \u201cDon\u2019t buy this product!\u201d? Not good. You need to know these things so you can make adjustments\u2014not just to change the perception but possibly to the product as well. If there\u2019s a positive in this negative, though, it\u2019s that you\u2019re hearing (social listening!) this sentiment straight from the customer, not via hearsay. Emotions are what drive users to share, comment, and engage with a post, so you want to be sure the emotions driving your customers are positive.<\/p>\n

How Sentiment Helps Your Overall Business<\/b><\/h4>\n

Knowing how your customers and followers feel about your business is key to current and future product creation and marketing strategies. The more you identify about what your target audience wants<\/a>, the more you know which products and services will fit their needs. When you understand how customers currently feel about your brand and business as a whole, you have a better idea of what future products and services and marketing strategies are needed to generate leads and interest.\u00a0<\/span><\/p>\n

Another benefit of analyzing and knowing social media sentiment is that you get a better idea of how your product or service compares to your competitors\u2019. If your product is getting negative reviews and your competitor is getting positive reviews, what are people saying about how your competitor did better? Knowing this helps you adjust your strategies.<\/p>\n

And overall, you can improve your customer service by doing the number-one thing customers want from you: for you to listen!<\/p>\n

How to Measure Sentiment<\/b><\/h4>\n

Sentiment is measured by analyzing the emotions that drive shares, mentions, and other engagement. You want your membership site to be mentioned as having \u201cawesome ecourses<\/a>,\u201d not \u201cinattentive to client concerns.\u201d So does that mean you have to analyze each and every post? Yes! Are there tools to help you do that? Of course! There are many social-media-sentiment analysis tools to help you measure which posts are good and bad and which are neutral.\u00a0<\/span><\/p>\n

But just a quick note: of course, human emotions are more complex than good, bad, and neutral. What about obsessed, surprised, sad, disappointed, annoyed, or even scared? No matter which tool you use, sometimes the best analyzer of human emotion is a human being. That\u2019s good to keep in mind when reviewing analytics, data, and reports.<\/p>\n

Just like there are more emotions than good, bad, and neutral, the context of the conversation and the way it\u2019s being said\u2014the tone\u2014is more than just the words someone writes. For example, if a person comments, \u201cGreat. That\u2019s so helpful,\u201d are they meaning it sincerely or sarcastically? Again, sometimes the best analyzer is you, the human being.\u00a0<\/span><\/p>\n

But there are helps out there to get you started analyzing.<\/p>\n