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How To Use Sentiment Analysis to Predict Brand Reactions

Sentiment analysis is the future of brand marketing. Ideally, analysis of audience mood and behavior should be completed by your PR agency or Arizona marketing firm before your brand image and message has been fully determined. Understanding how your target audience feels about a product or industry can help you shape your brand message.


Sentiment Analysis Tools
There are some wonderful tools available on the market for sentiment analysis. For supreme knowledge, education and technology on sentiment analysis, Radian6 and Lexalytics are excellent sites. However, it you’re looking for something a bit more accessible, here are our top three:


  • SocialMention.com – This site offers ‘real-time social media search and analysis’ which allows any visitor to research sentiment on a variety of topics. They offer social media alerts that allow you to monitor your brand consistently. Combined with Google Alerts, this is a wonderful tool for keeping an eye on how users are feeling about not only your brand, but the entire industry. SocialMention is wonderful for local searches as well.

  • TwitterSentiment – This tool is similar to SocialMention, however the results page includes a traffic map, graphing the positive and negative feelings towards a brand over a period of time.

  •  TweetSentiments.com – Like TwitterSentiment, this site lets users search sentiment on Twitter alone. The results page show’s you actual tweets regarding your search, as well as a positive/negative meter showing you exactly how people are feeling about a topic.



Using Sentiment Analysis to Your Advantage

Using the tools mentioned above is one thing, accurately predicting market trends and brand reactions is quite another. Of the sentiment analysis tools available, which one you use depends on where your launching your brand. If your PR agency has decided that Arizona is the best place to market your product, you’ll want to find out the sentiment that people in Arizona have towards your industry and competing brands.


For example, you’re thinking about opening a pain clinic in the valley and launching an entire brand on the subject of migraines and migraine pain management. Your Arizona marketing firm would set up sentiment analysis for “migraines” and/or “migraine pain” and/or “headaches” in “Arizona.” You might also set up sentiment analysis for “pain doctor” or “pain physician” in “Arizona” as well.


From here, the next step would be to run reports and analyze data. Are the discussions regarding this subject more positive or negative? The initial results would more than likely show a negative sentiment towards this subject, but digging deeper you can determine more specific keywords to search for Arizona, and ultimately determine exactly what people associate negatively with migraines. Is it the pain? Is it the treatment? Is it how it affects their day-to-day or their job? Are people looking for alternative treatments more or tradition treatments?

Based upon local sentiment results, you can establish a foundation for your brand and the kind of treatment that you will specialize in. You can also determine how to market and advertise to your target audience. The possibilities are endless. And as time goes on, your Arizona marketing agency will continue to monitor sentiment associated with not only “migraines” but your brand as well.