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How to Effectively Measure Social Sentiment: Insights from GroupM Turkey

Alex Hauer

People are increasingly turning to their social media channels during this time of uncertainty. Whether they’re looking for news, entertainment, distraction, or a way to connect, we’ve seen social media usage surge over the past couple of months.

[Source: Axios]

This trend is not new, nor is it isolated to this pandemic. Social media usage has been consistently trending upward over the past decade.

[Source: Our World in Data]

One thing that has remained true: people turn to social media to express their views on a company’s image. If a customer has a negative experience, they are likely to tweet about it. If they loved a product they bought, they might post an Instagram showering the company with praise. These interactions on social media can make or break a company.

During times of uncertainty, it’s crucial to monitor the ways people are interacting with your company on social media. While the way we run our companies has been transformed by this COVID-19 pandemic, companies are still committed to providing customers with the great experience and brand they’ve come to love. If there is negative sentiment surrounding your brand, you’ll want to act quickly to ensure there is no brand damage.

To monitor client sentiment, brands might analyze the sentiment of interactions on social media. Based on the size of company this might be a large volume of interactions. Social listening platforms – like Social Studio – can help you monitor your company’s mentions and customer feedback, while also performing sentiment analysis. This allows companies to keep an eye on general brand interactions/mentions and flag any negative ones.

But, social listening is only one component of your overall media health. Harmonizing social listening data with your other media performance gives you a holistic view of your brand health during a time of uncertainty. You can compare how sentiment might be affecting your paid social performance by analyzing reactions versus interactions. You might also find opportunity to capture the positive sentiment and convert it into a new paid campaign! Let your target audience inform your strategy so that you spend less time on ideation and more time on action. This is where Datorama comes in – we can help you aggregate, harmonize, and visualize these disparate sources, creating your always-on, media health platform.

We had a chance to sit down with GroupM Turkey to understand how they use social listening and Datorama to enhance their clients’ businesses, especially during this time of uncertainty.

GroupM Turkey has always had a robust social listening practice. They didn’t need to guess what the consumer wanted from them, instead they relied on valuable insights generated from social media interactions. These insights shed light on both consumer behavior and brand image, informing owned, earned, and paid social media strategy.

To generate those insights, GroupM used Brandwatch – a social listening platform that allows them to track keywords, images, and logos for their clients across social media platforms. When those predefined criteria were found, Brandwatch would analyze the sentiment surrounding the interaction and report back to GroupM who would then validate the sentiment.

Social monitoring data can be quite complex. In its raw form, it is a series of queries, snippets, and comments. Datorama takes those data points and turns them into a cohesive, actionable story with our data ingestion, harmonization, and visualization.

GroupM ingested their social listening report into Datorama for further harmonization and semantic layer enhancement. Datorama’s Data Model allowed them to turn comments into quantifiable metrics. With Datorama’s Reports and Visualization, GroupM created visually appealing and dynamic client-facing reportings. These reports helped GroupM make the best social media optimizations for their clients, to ensure their brand image remained positive during this time of uncertainty.

They were also able to create special YouTube monitoring to quantify the effects of the pandemic on their clients’ brand on YouTube’s platform. This always-on, dynamic report ensures their clients have the most relevant data, creating a bit more certainty around social media optimizations.

During this time of uncertainty, all eyes are on social media. Whether you are a brand or an agency, if you want to ensure you’re capturing potential growth and responding to consumer sentiment in a timely manner, you should incorporate social listening data into your overall media analysis. If you want to see the impact of social interactions and sentiment on your entire media health, you can harmonize social monitoring with your other owned, paid, and earned media in Datorama. This way your brand health will be always on point.

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