To determine how consumers feel about them via social media, brands predominantly rely on sentiment analysis. Sentiment analysis only scores whether online mentions of a brand are positive or negative. By contrast, emotions reveal actionable insights that build on consumer sentiment, but emotions aren’t commonly tracked by brands.
Social data provides unique insights that brands need to comprehensively understand brand emotions. We have discovered that viral and successful campaigns have a unique fingerprint of emotions tied to them, and campaign performance can be improved by leveraging the emotional association to brands.
Download this study to learn how Networked Insights tracks social conversations to measure customer emotions surrounding brands and how brands can leverage the information to reinforce or change those emotions.