Social media monitoring and sentiment analysis
Around one sixth of the world’s population are already exchanging views and engaging with brands through social networking sites - and over 35 million social media users in the UK alone.
The social media landscape changes constantly, as does public opinion. Customer satisfaction tracking and brand sentiment analysis in such a complex and diverse ecosystem presents many challenges and opportunities.
The challenge revolves around identifying relevant social interaction with the target audience, and influential opinion leaders, in real time. Listening to potential, occasional and regular customers are saying about a brand (and its competitors) is the first step for building a solid social engagement strategy. Monitoring also tracks progress and feeds back into future marketing activities.
Chameleon takes a holistic approach that combines the latest online monitoring tools together with human intelligence and digital expertise to provide real time brand sentiment analysis and social media monitoring services.
Long-term success requires professional and continuous consumer behaviour tracking and sentiment analysis, as well as a real understanding of social media dynamics.
Social media engagement
The opportunities begin with using a thorough understanding of the social media ecosystem in relation to a particular brand. Accurate, granular insight helps drive effective strategy and engagement. Campaigns can be planned in advance to hit known opportunities, or be driven in response to relevant trending topics.
From online monitoring and sentiment analysis a brand can engage with opinion leaders to create a positive word of mouth, trigger endorsements and utilise the power of the network.
By enabling brands to simultaneously monitor relevant online discussions and respond accordingly, social reputation management allows a brand to respond quicker to feedback to improve customer service and customer loyalty. Perhaps most important, effective social media monitoring and engagement allows a brand to communicate directly and openly with its target audiences to address a crisis management situation.
The speed at which social media operates dictates that companies have to improve their internal process in order to manage their brand online, through not just social networking sites but also through digital marketing in order to own trending topics. Chameleon guides its client through both the social media ecosystem and the internal change management process.
