Truly understanding your community is a key element when it comes to crafting a content strategy tailored to your audience’s needs. More specifically, it’s important to quickly be able to know the sentiment of your audience’s posts and comments, so that you can not only improve your social media strategy – but also prevent any negative waves from growing into something larger.
After all, it’s better to respond to smaller issues that can still be dealt with on social media quickly, as opposed to dealing with escalating problems that could over time harm the profile or the overall brand.
Sentiment Analysis with Socialbakers - From Manual Tagging to Automated Analysis
Across the platform, where sentiment is available, teams can manually select the appropriate sentiment tags, based on community guidelines and best practices, training and lists, or their own interpretation. This can often be handled by community managers, tagging incoming communication in the platform as it happens.
However, if your brand is managing many profiles, this process can be very hard to scale. For speedy sentiment analysis, consider automating the process.
With Socialbakers, you can quickly and easily leverage both manual sentiment tagging and automated sentiment analysis at the click of a button. Let's check out how both work in the platform.
How does Sentiment Analysis Work in the Platform?
Sentiment Analysis is based on four values – Positive, Negative, Neutral, and No Sentiment. These values are illustrated by specific examples from real profiles below:
- My love and respect for Prince Charles is unwavering.
- God bless the people of California and give them strength to survive.
- This is the worst phone company on the planet.
- Too many residents are criticizing firefighters for not saving their homes.
- No Sentiment Applied (default value)
- Very sad… (While this seems like it could be negative, it's too short for sentiment to be truly detected.)
Sentiment Analysis is available for Facebook, Twitter, and Instagram, and can be applied to:
- A comment on any post
- A reply on any post
- A Facebook user post
- A direct conversation - sentiment is applied to the entire conversation, not to a particular message
- Twitter mentions
- Twitter replies
- A comment on any post (owned pages only)
Note: Due to API restrictions, sentiment analysis can only be applied to Instagram comments for owned pages. For this reason, it isn’t possible to apply sentiment to comments on monitored profiles on Instagram.
Sentiment cannot be applied to:
- Facebook Page Posts, Sent Tweets, Instagram Posts
- Admin Comments (comments that were created by the profile that created the post)
Automate your Sentiment Analysis With Ease Across All Profiles
In order to streamline sentiment analysis, it is also possible to leverage automated sentiment analysis. This means that no red flags will go unnoticed – and you will be able to react to comments and queries in an efficient way.
Automated sentiment is available for Comments, Tweets, Mentions, and User Posts. It is currently available for the English, Spanish, Portuguese, Arabic, Czech, and German languages.
Automated Sentiment first analyzes all Comments, and, if the language is detected, it applies a sentiment based natural language processing. The neural network learns from hundreds of thousands of training examples. When the sentiment is recognized automatically, the letter A is added next to the comment.
Automated Sentiment can be found in the same places as manual sentiment across the platform. What’s more, you can always manually change all automated sentiment – so you can rest easy knowing that you’ll always have the final say. It should also be noted that manual sentiment has a higher priority than automated sentiment, as users can change the automatically assigned sentiments in the comment detail.
Want to get started with automated sentiment? Great! You're already opted in. Users can see what profiles it's turned on for by going to Settings - Task Automation - Sentiment. Automated Sentiment Analysis can also be turned off for specific profiles, if desired.
Tip: Don’t forget that the Global Labeling permission is needed to access the Sentiment section.
Analyzing Sentiment with Aggregations
So, now that sentiment is running on your chosen profiles, where can you analyze it?
In order to have a complete overview of the sentiment of posts, sentiment is aggregated on Facebook Page Posts, User Posts, Sent Tweets, Twitter Mentions, and Instagram Posts.
The Radiator indicator shows the ratio of positive to negative comments and replies, allowing you to get a quick and comprehensive snapshot of your fans’ sentiment. Please note that the sentiment aggregation on posts does not contain the sentiment value of the actual post.
Moreover, the comments part of posts includes a pie chart that shows the ratio of positive, negative, neutral, admin, and ‘no sentiment’ comments. In this case, you can get a more detailed overview of the sentiment of your fans’ comments, allowing you to drill down into the latter and understand how to react accordingly.
The Radiator indicator showing the breakdown of 4 positive vs 1 negative comments and replies on a post
The pie chart indicator showing the breakdown of the ratio of positive, negative, neutral, admin, and ‘no sentiment’ comments
Comment Sentiment Summary section, which allows users to view the sentiment of all comments on one page as well as manually change the sentiment of comments with ease
Analyzing Sentiment in Dashboard
In addition to sentiment analysis being part of Analytics in Suite, it’s also possible to monitor and analyze sentiment with the help of two Dashboard widgets: Sentiment of Comments and Sentiment of Comments & User Posts.
The Pie Chart visualization can be used to get an overview of the sentiment of Comments and User Posts on a specific profile. The Comparison visualization, on the other hand, can be used to compare the sentiment across profiles or labels.
Whether you’d like to try out using manual sentiment or automated (or both, for the best experience!), rest assured that sentiment analysis in Suite can help you understand your fanbase, catch possible mishaps before they turn into big issues – and ultimately always make your audiences happy. Streamlining community management has never been easier!