How Sentiment Analysis Impacts Social Media In 2022
Research has shown that sentiment analysis is a type of analytics that determines the positivity or negativity of people’s words and phrases, but with regard to social media, this can be very important.
Mentioning the fact that in less than six years, a new form of AI automation technology software called natural language processing will replace much of what content writers are doing right now.
The new employment is machine-based, and machines soon will do it faster and better than humans using AI technology, thereby revolutionising the content industries worldwide. However, as if that wasn’t enough, fresh research shows that adding Artificial Intelligence (AI) to Natural Language Processing (NLP) will lead to better-known systems for delivering information. It’s all coming down the evolutionary path with this upcoming technology.
What is social media sentiment analysis?
Sentiment analysis is a technique used to identify the tone of a piece of writing. It can be used to determine whether a piece of writing is positive, negative, or neutral.
Sentiment analysis is useful for a variety of purposes. For example, it can be used to determine which marketing messages are most likely to be successful. It can also be used to determine whether a person is happy, sad, or angry.
Sentiment analysis is a powerful social media monitoring tool that can be used to achieve a variety of objectives. Some of these include confidence, tensions, expectations, etc.,
Sentiment analysis is often something that the Business Intelligence section of a company will handle with the help of the Digital Marketing department.
Social media sentiment analysis is the process of retrieving information about a consumer’s perception of a product, service or brand.
If you want to know exactly how people feel about your business, sentiment analysis is the key. Specifically, social media sentiment analysis provides context for your customers’ conversations around the social space.
Think of sentiment analysis as a subset of social listening. While businesses should obviously monitor their mentions, sentiment analysis digs into the positive, negative and neutral emotions surrounding those mentions.
Why is Sentiment Analysis Important?
Social media sentiment analysis allows you to get a qualitative measurement of every mention and conversation. Every conversation around your brand unveils important user sentiments that can directly feed into your overall business strategy.
The processes and techniques that help organizations to see data about how their client feels about a particular service or product is known as Sentiment Analysis.
Sentiment analysis is an automated process of analyzing the feelings (i.e., attitudes, emotions, thoughts, opinions, etc.) by making use of Natural Language Processing (NLP) tools.
Natural Language Processing aims to comprehend & create a characteristic language by utilizing essential techniques and tools.
Usually, other than distinguishing the feeling, a sentiment analysis extracts the traits of articulation or expression, e.g.
- Polarity: Denoting the positive or negative feeling.
- Subject: What is being discussed?
- Opinion holder: An entity or individual who communicates the sentiment.
What is the fundamental purpose of sentiment analysis on social media?
The fundamental purpose of sentiment analysis on social media is to get valuable business insights that will help you improve your overall business performance.
You can apply the insights from sentiment analysis to many different areas of your business. Tracking positive and negative sentiment will help you:
- Improve your customer experience
- Better understand your audience
- Spot social media crises in the making
- Measure performance of your PR campaign
- Track your competitor’s progress
- Protect brand’s reputation
Increasing Use of AI In Sentiment Analysis
Because of advancements in Natural Language Processing (NLP), data analysts can segment client feedback as: positive, negative, or neutral with natural language.
NLP was largely being used in text analytics. With NLP, this form of analytics groups words into a defined form before extracting meaning from the text content. NLP is used to derive changeable inputs from the raw text for either visualization or as feedback to predictive models or other statistical methods.
But with the advent of new tech, there are sentiment analytics vendors who now offer NLP as part of their business intelligence (BI) tools. From the text, for example, NLP is now used to make sense of “voice” in interfaces such as digital voice assistants, or smart speakers like Amazon’s Alexa, as the latter becomes more and more interactive.
What is a sentiment score?
One of the means to assess sentiment is sentiment score. It is a scaling system that reflects the emotional depth of emotions in a piece of text.
Sentiment score detects emotions and assigns them sentiment scores, for example, from 0 up to 10 i.e., from the most negative to most positive sentiment. Sentiment score makes it simpler to understand how customers feel.
There are various ways to calculate a sentiment score, but the most common method is to many negative and positive words it contains. This can give us a good idea of the overall sentiment of the text.
To calculate a sentiment score, various factors are taken into account, such as the number and type of emotions expressed, the strength of those emotions, and the context in which they are used. Sentiment scores can be useful for a variety of purposes, such as calculating customer satisfaction or determining whether a text is positive or negative in nature.
Aspect Based Sentiment Analysis
Aspect-Based Sentiment Analysis (ABSA) is a type of text analysis that categorizes opinions by aspect and identifies the sentiment related to each aspect. It is a feature-based Sentiment Analysis and it is used to find out various features, attributes, or aspects from a given text and their respective sentiments. Aspect extraction is the task of identifying and extracting terms relevant for opinion.
Advantages of Aspect Based Sentiment Analysis
- Semantic Clustering
- Feature Analysis
- Aspect Similarity co-occurrence
- Emotion aspect co-occurrence
- Deeper Customer understanding
Platforms such as social networks, micro-blogs, online reviews, and discussion forums are growing very fast, and thus, the need for analyzing the sentiments of the users are also increasing. Sentiment analysis proves to be very effective in businesses and social domains because opinions matter and is critical for all human activities, and thus, they have become the key influence of human behaviour.
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References:
https://help.mypurecloud.com/articles/understand-sentiment-analysis/
https://www.sprinklr.com/cxm/sentiment-analysis/
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