How to Analyze Sentiment and Impact of Your Social Media Engagement
Understanding whether your community has a positive, negative, or neutral response to you and your brand can help you determine how to continually hone your social media engagement approach. How you measure up against competitors in the minds of your online audience is another important factor to assess. You can also benefit from identifying the key influencers who are driving the bulk of the online conversation about you and the general consensus among the most vocal members of your community.
Many tools (either free versions or paid versions that offer free trials or free levels) can help you measure some less obvious aspects of social media engagement. Here are a few good options:
Sysomos has a social media monitoring tool, Heartbeat, that measures sentiment and helps track conversations by country, city, or state or by profession or gender. (Pricey.)
SalesForceMarketingCloud Formerly Radian6, SalesForce ties in to Google Analytics, webtrends, and Omniture to gather statistics and determine which online thought leaders are generating the most chatter about you and driving the greatest amount of traffic to your sites. (Pricey.)
PeopleBrowsr, a lower-cost alternative to the paid services, lets you search by topic, brand, or name. Use it to highlight as many as 1,000 days of Twitter conversations, and filter results by gender, sentiment, community, or location. (Affordable with a 14-day free trial.)
Simply Measured is fee-based, but you can have free reports e-mailed to you, including a free Facebook Competitive Analysis Report to see what other brands are doing well and a free Klout Audience Report to see how effectively you’re engaging with your followers on Twitter. (Paid but offers free reports.)
Social Mention uses the tagline Like Google Alerts, but for social media. In seconds, this service measures the likelihood that your brand is being discussed in social media and whether the general sentiment is positive, negative, or neutral.
The results also indicate the possibility that the people who are talking about you will do so repeatedly and list the keywords being used in connection with your brand or name. (Free.)