How To Use Sentiment Analysis in Your Reputation Management Strategy

Business owners leverage their positive customer feedback to improve trust and sales. But aside from your review scores, there is power in knowing, understanding and analyzing your customer sentiment: the core of how your audience perceives your brand.

Sentiment analysis is like looking at your brand perception through a microscope. Online sentiment analysis allows you to address the good and the bad aspects of your brand perception by revealing them to you. You can make better business decisions and improve your products and services when you know what your customers are saying and feeling.

Generic reputation management services help you with review acquisition and online brand monitoring to raise your review ratings. But an excellent reputation management agency enables you to dig deeper into your collective brand sentiment and use it to your advantage.

Read on to find out how online sentiment analysis relates to marketing and reputation management. We touch on customer sentiment analysis tools, the role of a sentiment survey or customer satisfaction survey (CSAT survey) and how a reputation management company can help you. 

We also discuss:

•  What is a sentiment?
•  What is sentiment analysis?
•  Sentiment analysis marketing benefits
•  Using a sentiment analysis tool
•  Conducting a sentiment analysis survey
•  Holistic reputation management services

Understanding Customer Sentiment Analysis

Sentiment analysis or customer sentiment analysis is an automated process of understanding the emotions behind written feedback such as online reviews. A sentiment analysis tool or sentiment analyzer can pick up certain words and phrases to understand the user sentiment. So, what is sentiment analysis in the context of reputation management? Before we get into it, let’s discuss something even more granular: What is a sentiment?

What Is a Sentiment?

A sentiment is an opinion, view or feeling towards a particular experience. A customer sentiment or user sentiment is, essentially, how your target audience perceives your product or service. A brand sentiment is a generalized or summarized version of how your customers view your brand – and an online sentiment analysis tool plays a crucial role in determining this.

What Is Sentiment Analysis?

Sentiment analysis or online sentiment analysis is a data-driven method of understanding opinions. An online sentiment analysis tool leverages machine learning or natural language processing (NLP) to classify text-based content or feedback as positive, negative or neutral.

Sentiment analysis in marketing is about improving your understanding of the emotions behind their customer reviews, social media posts, forum comments and blog posts. Sentiment analysis companies often focus on customer reviews because they are usually the most honest, updated and relevant feedback for your business, enabling a sentiment analysis tool to work more effectively.

Leveraging Sentiment Analysis in Marketing and Reputation Management

Customer sentiment analysis tools should work in your business’s favor, but you need an overarching sentiment analysis marketing strategy. The best sentiment analysis companies will tell you that your sentiment analysis marketing approach should be coupled with reputation management strategies.

A reputation management agency helps you with review generation, review and reputation monitoring and survey campaign management. Reputation management services also help you earn the quantity and quality of reviews you need for an excellent customer sentiment analysis. Then, you can effectively leverage your understanding of your user sentiment to keep your customers happy.

Let’s go through some ways sentiment analysis empowers your marketing and reputation management initiatives.

Social Media Sentiment Analysis

Social media sentiment analysis involves capturing your social media interactions to understand your audience better. For instance, a Facebook sentiment analysis would observe post comments and page recommendations, while Twitter sentiment analysis would evaluate tweets. Social sentiment analysis is necessary because conversations about your brand likely happen on social platforms. Through online brand monitoring and social media sentiment analysis, you can find out if your campaigns generate positive, negative or neutral reactions.

Google Sentiment Analysis

Google is a go-to platform for many people wanting to leave business reviews, so not only do you benefit from analyzing high-quality reviews, but your positive reviews also improve your search rankings. Google sentiment analysis benefits your search engine optimization (SEO) position – a shared goal of marketing and reputation management services. Enhancing your SEO position is an added benefit of paying attention to your online reviews. (Facebook sentiment analysis has similar benefits since Facebook is both a social and review platform.)

Now that we know why social sentiment analysis and Google sentiment analysis is valuable, we’ll move on to a way to get the most helpful information from your online sentiment analysis tool.

Sentiment Analysis Survey

Some of the feedback you’ll analyze will come naturally, but being proactive about sourcing your data will get you better results. A sentiment analysis survey or customer satisfaction survey (CSAT survey) is an efficient way to gather meaningful insights from your target audience. Online survey companies will always suggest conducting an intentional and tailored sentiment survey over using a sentiment analyzer on random or unstructured content. A customer experience survey company would help speed up your sentiment analysis.

7 Tips on Building an Effective Sentiment Analysis Online Strategy

Here’s what we know: A customer satisfaction survey company helps you design your sentiment survey to make the sentiment analyzer work more efficiently, and you should analyze your sentiment survey results to improve your customer experience. 

Your goal is for your sentiment analysis online strategy to help you achieve overall business success. The value of sentiment analysis in marketing and reputation management is keeping your customers happy to inspire brand loyalty, increase search rankings and ultimately boost sales.

Here are some actionable tips to ensure your sentiment analysis efforts bring stellar results:

1. Maximize Sentiment Analysis Tools
   Don’t reinvent the wheel! Online survey companies use their expertise to create surveys in a relatively short time, and there are readily available sentiment analysis tools to mine the information you need from your customer feedback.
2. Use a Reputation Management Software
   A reputation management software helps you manage your customer database, send automated review requests, schedule survey campaigns and alert you of your online brand mentions. These tasks are critical in helping you build a more effective reputation management strategy.
3. Stay Updated With Your Customer Sentiment
   A customer satisfaction survey company will take direction from you as the person who knows your customers the best. Work with your customer satisfaction survey company to gather data and run sentiment analysis regularly to ensure your data will be as reliable as possible.
4. Respond to Your Negative Feedback
   Sometimes you can report unfair or fake reviews, but other times you need to apologize and make things right with your unhappy customers. Respond to your negative reviews and defuse situations before they get worse. Twitter has become an alternative customer support channel for many businesses, so Twitter sentiment analysis should be part of your reputation management strategy.
5. Learn More About Your Competitors
   Your reviews, survey responses and sentiment analysis results may also reveal your audience’s thoughts on your competitors. Take advantage of the opportunity to use your insights in a competitive analysis and strategize to stay ahead of the competition.
6. Fine-Tune Your Strategy for Every Platform
   Every online platform works differently, and your target audience’s behavior will also vary. Identify opportunities to improve your customer experience on specific online platforms through your surveys. Use your sentiment analysis insights to provide personalized brand experiences whenever possible.
7. Improve Your Customer Experience
   Working with online survey companies requires a significant investment, so you need to see returns. Your survey results will provide valuable information, such as your customer’s pain points, common issues and suggestions. Act on every window of opportunity to delight your customers to sustain your business long-term.

Work With Sentiment Analysis Companies To Kickstart Your Strategy

A good reputation management agency incorporates sentiment analysis to form a holistic reputation monitoring and management strategy. Through a customized customer satisfaction survey (CSAT survey) and advanced sentiment analysis tools, you can reap the benefits of reputation monitoring and social sentiment analysis far beyond improved search rankings, review ratings and sales.

Important note: Sentiment analysis tools are still far from perfect. Just like any other digital tool, having experts support and optimize your strategy is still ideal. And working with an experienced reputation management agency gives you room to focus on your core business.

Rize Reviews is a full-service reputation management agency serving businesses of all sizes and industries. Our 100 percent done-for-you services include survey campaign management, review generation, online brand monitoring and online reputation repair.

Our customer experience survey company helps build your sentiment analysis online strategy and drive effective business decisions through our expertise in Facebook sentiment analysis, Twitter sentiment analysis and sentiment analysis in other social and review platforms.

Contact Rize Reviews to learn more about how working with a reputation management agency and customer experience survey company helps bolster your brand presence and sales.