What is and why it’s important

Analysis of feelings: what is and why is important

Have you ever heard of feeling?

Whether you know it or not, we start from its precise definition.

Feeling of feeling is a method of analyzes which collects in real time THE reactions of the users Or trend in front of any event, local or global.

Social networks are an inexhaustible wealth of information and thanks to this precious tool, it is possible individualize elegant listen THE Online conversations offering companies ainterpretation of the very realistic market.

Come?

Analysis is possible by sophisticated software Of treatment of the language which constantly collect data from different platforms (blogs, forums, social networks, advertisements) and, taking into account one or more parts of text (for example, the name of a brand, a person or a subject), determine:

• He requestor a positive or negative opinion
• L ‘intensity of this opinion
• L ‘emotion with which this is expressed (thanks to the use of adjectives, punctuation, emoticons, etc.)
• THE relevance of the object of analysis in relation to the context.

The feeling therefore becomes fundamental to understanding the web reputation of a brand.

Now that we have understood the potential of this tool, let’s try to understand together what can be useful.

1. Improve your product or service

The analysis of feelings allows you to understand What people think of your products / services, but also yours Marketing campaign From the moment they are launched.

Discover what he likes (and what is not) for customers of a certain brand essential for any commercial activity.

If you receive negative comments, you have the possibility of analyzing and correcting everything that does not work.

2. prevent and manage an online crisis

The analysis of feelings manages to retrace the online mentions in real time.

In this way, it is possible to identify a crisis that could already be in progress.

Does a negative peak arrive? No problem: you have the possibility of instantly identifying what is happening and, if necessary, to act in the short term to resolve the situation and bring everything back to normal.

As you know, negative comments attract the attention of positives much more. In addition, online information is propagated at an unequaled speed.

If you cannot manage this type of crisis in a timely manner, the risk is to compromise the reputation of a brand, a company, a public personality.

3. Identify your competitors

In addition to monitoring your mentions online, thanks to many tools (which we will see below), you can also follow Mention of your competitors And compare them with those of your business.

Identifying the positive feeling of your competitors will help you understand what their own strengthWhile the negative can help you find New opportunities for your business. For example, a series of negative attitudes and comments to a change in a competitor can prove to be a possibility of filling a void of your product.

Follow Indications of competitors It can also help you identify areas of improvement. If a competing marketing campaign gets a very positive feeling, examine the data in detail and identify more effective tactics in your goal. Use this information as inspiration for your next campaign.

4. Identify influencers

Would you ever have said?

Well yes, discovering influencers who talk about your business is another key of the analysis of feelings. He thinks that some tools even attribute an influencer score and therefore allow you to filter the importance.

Instagram is the Most popular social platform for influencers and you can take advantage of it to Identify potential partners Observe the comments in the positive mention flow. Before contacting influencers for discuss a partnership I advise you to verify the impact and commitment obtained in personal channels, by analyzing the reaction and the authentic comments obtained in the articles.

I Tool by the analysis feeling

Exist Three approaches Basically, the analysis of feelings: that based on rules, automatic and hybrid.

THE Analysis of feelings based on rules is the one in which you will provide Key information to the tool to obtain the necessary data. For example, you may think about defining the online tool to give the capital letters more weight. One drawback of this approach is that a lot of time and efforts for configuration and maintenance may need.

L ‘automatic learningOn the other hand, is an entirely automated system that is easy to configure and manage. If the use of specific keywords and sentences used by your audience changes, the insertion of new criteria is not so complex. Finally, we have the IBRIDA feelings analysis which combines the two methods described above: a form of analysis which is certainly capable of Maximize the information received.

Among the most famous tools for analyzing the feelings we have:

Brand 24social listening tool that allows you to Analyze several platforms Including Facebook, Instagram, Twitter and Youtube;

Hootsperhaps among the most famous, based on an algorithm that uses automatic learning e natural process to analyze the feeling of users;

Social researchthe simplest, which is theIdeal for those approaching for the first time Al listens to social media;

Talkwalkerwhich uses theartificial intelligenceAnd turns out to be that more complete tool To analyze feelings today.

Social studio (Ex Radian6), excellent marketing tool for social media connected to Salesforce.

Blogmetan which provides an integrated social intelligence company platform, specialized in market research and social analysis.

Often underestimated, feeling of feeling is in fact a fundamental tool for listen. And, as you know, there is no better brand than the needs and needs of its customers.

Currently, this precious tool is still little used by small / medium brands. Start to deepen and use it, therefore, certainly represents a great competitive advantage.