Social media is the one of the best ways to glean customer experience-enhancing insights from your audience today. However, analyzing those ever-changing insights, let alone creating strong strategies based on them, often seems impossible.
While social listening platforms make social media analysis possible, Nuvi takes it to the next level, making our platform intuitive and efficient. Our all-new, industry-leading Language Engine leverages human-annotated data and machine learning algorithms to create a powerful system that can keep up with the dynamic landscape of social media and the nuances of modern language. We know that for you to make the best decisions possible, you need to trust the data. That’s why we’ve worked hard to get our Language Engine to an 80% prediction accuracy!
Of the Engine’s eight key metrics, we will only discuss four today. So, stay tuned for part 2 next week!
Nuvi’s Past Sentiment Analysis
Every mention of your brand gathered through our social listening tool displays in what Nuvi calls a mention card. The text, author’s name and social profile name, date, time, likes, replies, retweets (or shares), images, sentiment, and influencer score are displayed on the card. A lot of info, right? But how much of it is really useful for learning the sentiment of your audience?
The Language Engine now includes several new social listening metrics that enables you to make more educated decisions during strategy creation. These metrics are now listed below the author’s name on the card.
Accurate Sentiment Analysis- Social Listening at it’s Finest
Sentiment has always been a huge part of Nuvi’s social listening software. It indicates customer behavior, provides indispensable product feedback, and informs strategy development, especially for customer experience.
Previously, Nuvi’s sentiment was broken up into three “buckets”: positive (green), neutral (blue), and negative (red).
While our iconic bubble chart still shows these “buckets”, the new mention card allows you to see a more accurate sentiment score.
The color associated with the sentiment of a post varies on a color scale from red to blue, then blue to green. The number next to the color dot tells how far the sentiment is from neutral: positive numbers are above neutral, while negative numbers are below neutral. When you click on the icon it expands to show the placement of the mention on a colored sentiment scale.
This sentiment accuracy equips companies and teams with the knowledge of exactly how customers feel about their brand. With sentiment observation, strategies can be created that focus on increasing the positivity of customer sentiment toward your brand formed around their social media behavior.
Vulgarity- Why the F*#% is this Here?
To many, vulgarity is an indication of laziness or a lack of education, but it is a key part of dialogue today, especially on social media, and shouldn’t be ignored.
Vulgarity is often used to express strong emotion. This emotion can indicate a strong negative sentiment, but it can also be utilized to intensify the sentiment or emotion of a comment whether it is positive, neutral, or negative.
The vulgarity metrics, when compared with sentiment score, can more accurately highlight how strong or emotionally invested the author is in their statement. Also, highly emotional content tends to be shared more across social media, so the vulgarity score can be a quick way to determine if a crisis is brewing and how best to avert it, or when customers love something your company did.
Verb Tense- Why is Tense Important for Social Listening?
Don’t worry. We’re not going to give you a mini English lesson.
Market research, which Nuvi’s tools strongly supports, results ultimately in a collection of facts and opinions. Yet many of those facts and opinions are often biased in some way and so are not entirely accurate. This makes it difficult for strategists to determine which of those facts and opinions are most beneficial to implement.
Nuvi’s Language Engine’s ability to show the verb tense of a social post helps market researchers gather more accurate, unbiased insights and strategists determine whether creating strategies based on historical performance or customer’s opinion is more valuable and profitable.
Social posts written in past tense tend to be fact based and inform strategies based on historical performance, while current and future tense posts express opinions and inform strategies focused on customer's judgement.
In conjunction with sentiment and vulgarity, verb tense can help strategist, marketers, and others hone in on ways to improve customer experience by quickly seeing what their audience both feels and thinks about their brand.
Additionally, the length of time in which insights can be gathered and historical insights Nuvi provides can highlight behavior trends that tell you whether your audience tends to convert based on feeling, opinion, or fact, or your audience’s unique mixture of the three.
Subjectivity- Opinion vs Fact Again?
Similar to verb tense, the subjectivity or objectivity of a social media post can help strategist determine whether the content is opinion or fact based, respectively.
An objective statement is very likely to be written in the past tense, while a subjective statement is more likely to be written in a current or a future tense. With both tense and subjectivity insights, you will be more confident in your decision to focus on historical strategies or new ones as the two meters confirm whether your audience tends to think things through or is more reactionary.
However, it is very unlikely that your audience is solely fact or opinion based. Having a dynamic strategy that implements both factors based on customer social media patterns can allow your company to adapt with the pace of your audience while still implementing elements of strategies that have worked before.
Almost a year ago, Point to Point made this observation: “It’s still true that, in B2B marketing, there’s no substitute for experience. But in 2019, effective marketing takes more than experience. Today, the most effective marketers are combining what they know about customers with factual data on what they or others like them are doing next. The combination of subjective, experience-based insights with objective, data-based insights can push marketing efforts to new levels of success. But, many B2B marketers have yet to combine these two valuable insight streams to drive their marketing and sales.”
Nuvi’s social listening and analysis software provides companies with a substantial amount of objective and subjective insights. When these insights are paired with our sentiment and vulgarity scores, companies can more accurately determine what has resonated with their audience in the past and what strategies may develop customer loyalty and growth in the future. Make educated decisions to create progressive, adaptable, and resonating customer experience strategies with Nuvi’s Language Engine.
