BRAND SENTIMENT: Do You Know Who Is Saying What, Where & Why?

Listen To Everything Said About Brands and Products Across social media eCom Platform

Kuch toh log kahege, logo ka kaam hai kehna!” (People will always have opinions, this is what they do) but the voice of an eCom shopper cannot be left unheard or dismissed as useless chatter. Opinions and experiences of shoppers matter when it comes to the digital commerce ecosystem. Brands must be aware of every single word said about them be it customer reviews, shoppers queries, lashing-out tweets, gentle words of appreciation, or simple suggestions.  Every sentiment needs to be monitored and analysed as it deeply affects brand reputation.

But why?

The answer to this why” is a little complicated but here we are going to simplify the brand sentiment what it means and its impact on the brand.

Building brand reputation is a continuous extensive process that comprises multiple factors. Brands messaging is one such factor that drives brand sentiment.

So, Lets dig deeper and find out why it matters so much.

According to a survey, 76% of customers claim they would quit a business that fails to respond to a negative social media post while 82% of customers expect brands to respond to their social media posts within 24 hours.

The Good, The Bad, And The Ugly

Brands must be aware of every kind of sentiment about their products and brand. Evaluating Brand sentiment is critical for brand health and the reputation of the business.

Lets presume a case where a customer got a wrong color item or some part or accessory is missing, leaves a negative review, marks for return or replacement along with venting out on social media.  Just imagine what an unresolved tweet can do to a brands reputation. This makes social listening and quick follow-up critical to brand reputation.

The digital commerce landscape is cut-throat and competitive Its not just about social media conversation and customer sentiment about brands but even cross-platform conversation also needs to be monitored.

Brand sentiment also covers understanding and analysing what people feel about their interactions. Brands must carefully monitor this dynamic and enhance those aspects that leave a positive impact and enhance customer experience!

How people feel about your business or product can have a huge impact on product sales, brand loyalty, and customer retention.

Lend Your Ears Are You Listening?

The most powerful element in building a brand reputation is the word of mouth the experience leads to voices, and voices turn into opinions. These opinions shape the buzz about the brand. For example, lets consider the case of TATA Nano, a pocket-friendly car with a budget of the middle class that faced a major bump in the market as it got labeled as a cheap car.

It is important to ensure what the brand wants to convey about the product matches the target audiences interpretation. Brands need to pay attention to what people are saying. Being aware of how the brands are responding is crucial to product performance in the market.

Brands need to stay alert in real-time to track sentiments across the digital ecosystem. This includes understanding.

• Context and tone of sentiment
• Subjectivity of sentiment
• Change in sentiment over time
• Source of sentiment

Understanding sentiments will help brands categorize sentiments and grade them accordingly. Brands need to keep track of word-of-mouth mentions and respond accordingly.

Perks Of Tracking Brand Sentiments

Tracking brand sentiment is like social listening crisis management under one roof. According to a survey, 88% of people look for opinions online before making a purchase. Finding your brand mentions and making your presence felt is an important step toward up swinging brand digital efficiency. Turn the insights into action by monitoring and analysing brand sentiments across the digital ecosystem.

Here are some core benefits of being aware of brand sentiments:

1. Improved Customer Satisfaction Respond swiftly to Customer feedback
2. Ensure customer retention making customer opinion/experience feel valued
3. Understand the target customer what makes customers happy
4. Understand your industry segment Identify threats or opportunities
5. Improve marketing strategies Data Driven decision making

What Brands Should Do To Improve Brand Sentiment?

The reputation built by positive words about the brand or product is what propels sales and helps acquire new customers most organically. The way brand sentiment shapes up decides the fate of the product. The challenge lies in identifying sentiments and responding to them swiftly as the more time negative feedback is spent in the digital landscape the more damage it does to brand reputation.

So, what can the brands do about it?

1. Relentless Monitoring The digital space keeps on evolving at a rapid pace. The monitoring and analysis process should be relentless and continuous to keep up it. A comprehensive system should be in place for automated sentiment monitoring with actionable insights to support data-driven decisions.
2. Swift Response Make sure customers feel valued. Personalized responses to negative feedback will go a long way in building brand trust and loyalty. This will help the brand handle the problem before it turns into a crisis.
3. Make strategies more adaptable The strategies that can turn a crisis into opportunities. Understand customer sentiment and respond accordingly.

Never miss a conversation about your brand monitor Twitter, Instagram, Facebook, YouTube, Pinterest, News, Blogs, and the entire world wide Web including the eCommerce marketplace customer feedback reviews and QAs.

• Track every social channel
• Join conversations about your brand
• Keep an eye on the competition
• Manage your reputation online

Final Thoughts Be Sensitive to Sentiments

‘Whats in a name? In the digital commerce landscape everything. As any mention of brand or product name matters. Brand sentiment plays a pivotal role in building brand reputation and value across the digital ecosystem and beyond. Social Listening, digital commerce intelligence with sentiment analysis, and optimizing customer experience are the core digital efficiencies that every brand should strive for in the digital landscape.

Omnichannel Shopping including Live Social commerce and expanding geographical outreach of digital commerce retail is opening up new avenues for shoppers. Now shopping has become more interactive where shoppers can directly engage with the sellers or brands. Knowing what is said about your brand or products vis-à-vis competition across digital space is now an indispensable part of brand marketing. Brands need to plug in a solution like mScanIt for insights into the competitive digital commerce landscape and brand sentiment tracking across the digital ecosystem.

In life what people say about you doesn’t matter but in the digital space for brands it does. Put your brand’s ears to the wall to catch the slightest whisper and act upon it swiftly before slight tremors turn into a devastating earthquake.