What is Social Sentiment and Why is it Important?

Photo by Tracey Le Blanc from Pexels

Sentiment is defined by the Cambridge Dictionary as a thought, opinion, attitude or idea based on a feeling about a situation or a way of thinking.

Social sentiment is the attitudes and feelings people have about your brand on social media. Social sentiment is one of the metrics that should be measured and analyzed, if you are effectively tracking your social media. Social sentiment is sometimes referred to as Brand Sentiment or Opinion Mining. When you measure sentiment, you are not tracking how many people are talking about your brand, you are measuring the emotions behind the online mentions, comments and conversations.

Are those mentions Positive – happy, excited, joyful, enthusiastic
Are those comments Negative – frustrated, annoyed, angry, mad
Are those conversations Neutral – seems satisfied but no feelings are expressed

If you are not measuring sentiment, the data can be misleading. If your brand receives a large number of posts regarding a new product that you have launched, you may assume that people are interested and will purchase your new product. If most of the posts are negative, your product will most likely not be successful and you may not understand why.

The presence of negative sentiment does not always mean failure. The measurement to consider is the ratio of positive to negative. You must take into account neutral sentiment as well. If the largest amount of your sentiment is positive and neutral, you can consider that the overall social sentiment as positive.

Most social media platforms provide a tool to measure and track sentiment i.e., Twitter’s NCSU Tweet Visualizer. There are also other providers that track social sentiment such as BuzzSumo, Hootsuite and Brandwatch to name a few.

Measuring social sentiment can also reveal information that can help future decisions around your social media strategy.

Brand Health – social sentiment analysis can provide information about how customers feel about your brand, product and company. Sentiment analysis inspires companies to gather feedback and engage directly with their customers.

Deal With A Crisis – sentiment analysis can identify a shift in your brand sentiment. Analysis may uncover a problem. You will be able to deal with it right away before it becomes a much larger issue.

Research Competitors – social sentiment analysis can show how your brand is perceived compared to your competitors. Through sentiment analysis you may be able to determine why a customer chose your competitor’s brand over yours and then work to win the cutomer back.

Improve Customer Service – sentiment analysis can lend a hand in measuring customer satisfaction or dissatisfaction. By acting on the findings, it shows you are listening to your customers and that you care about them.

Social sentiment is an important part of social media monitoring. The total number of mentions or comments only tells you part of the bigger picture. Sentiment analysis can discover a problem early on and help you to avoid a social media crisis in the making. Sentiment information can aid in protecting your brand reputation and improving customer satisfaction. Sentiment analysis provides businesses with insights to keep up with the changing needs and opinions of their customers. This can translate into positive advances for your business.

Do you feel that without social sentiment analysis, you would miss out on important information for your social media strategy?

Facebook: What’s your opinion, is social sentiment analysis an integral part of a social media strategy? https://bit.ly/3gB1cbK

Twitter: Social sentiment, is it part of your social media strategy? https://bit.ly/3gB1cbK

What Is Social Selling?

Pixabay from Pexel

What is Social Selling?
Social selling can be defined as the practice of finding and connecting with potential customers on social media channels. Social selling is about building relationships through meaningful interactions either one-on-one or with a small group.

Social media tools such as Hootsuite, and Talkwalker, will help you indentify leads who are already talking about your brand, your product, your competitors or your industry. This allows you to reach out to an audience who already has an interest in your offering.

Social selling is not about overloading potential customers with unsolicited tweets or direct messages. The relationship-building process needs to be natural and authentic. Authenticity builds trust. Trust is built by being helpful, offering insights and sharing relevant information. Focus on the needs of the client first and selling second.

The Covid-19 pandemic moved relationship-building online. A recent Forbes article showed that 87% of business people cancelled events and 66% postponed events because of lockdowns and gathering restriction.

Pixabay by Pexel

Considering the sheer volume of people currently using social media, the potential for brands using social selling is huge.

  • 4.2 billion people worldwide are active on social media
  • social media platforms gained 490 million users in 2020 alone – that is a 13.2% increase 2019 saw a growth rate of 7.2%

Source: The Global State of Digital – Hootsuite

Your top competitors are already social selling. Using social selling means staying competitve.

The social media network that is best for your brand will depend on your target audience and your approach to social selling. Twitter and Instagram are casual and communication comes naturally. These are both great relationship building sites. LinkedIn is a more formal business platform. Business to business (B2B) can reach out to other businesses to found out who the decision makers are.

Social selling is about personalizing your social media message and being yourself. Relationship-building takes time, effort and consistency. Social selling leverages social media to help you build relationships, expand your network, streamline your lead generation and meet sales goals. Social selling is ultimately about building connections between your social media activity, and nurturing your customers to increase your interactions with them.

Do you think your online purchases will decrease after the stores fulling re-open? Let me know in the comment section below.

Facebook: Will your online purchases decrease after stores re-open? https://bit.ly/3xaxPSZ

Twitter: Will your online purchases decrease after stores re-open? https://bit.ly/3xaxPSZ


Chia, [User Name], (May, 13). What is social selling? plus, social media selling tips for twitter & linkedin/social media index. [Video]. YouTube. https://www.youtube.com/watch?v=uegJUHy9Is0

Fisher, A. (2021, January, 13). Forber. Why now is the time for social selling. Why Now Is The Time For Social Selling (forbes.com)

Newberry, C., Olafson, K. (2021, May, 6). Hootsuite. Social selling: what is it, why you should care and how to do it right. https://blog.hootsuite.com/what-is-social-selling/

The Digital Sales Institute. [User Name]. (2020, May 12). What is social selling. [Video]. YouTube. https://www.youtube.com/watch?v=YK1umGg0Ut8

The Attention Economy – The Supply and Demand of Attention

What is Attention?
Attention is defined as a concentration of the mind on a single object or thought with a view to limiting or clarfying, by narrowing down the range of information. Attention is not just about centering your focus on one particular thing, it also involves ignoring a great deal of competing information. Attention allows you to “tune out” information, sensations and perceptions that are not relevant at the moment and instead focus your energy on information that is important.

What is the Attention Economy?
The Attention Economy is an approach to the management of information that treats human attention as a scarce commodity. Attention is limited and it is valuable.

Information has grown increasingly abundent and immediately available. Attention becomes the limiting factor for consumption. Psychologist and economist Herbert A. Simon noted that ” a wealth of information creates a poverty of attention.” In an environment of perpetual digital distraction, companies are targeting our attention to make money.

Attention is a valuable resource to businesses. Technology has been designed to make us want more, not to amaze us or even serve our interests. Technology is designed to provide a company with more ad space to sell to its advertisers. This means that social media users are paying for the “free” service with their attention.

The fight for an individual’s attention is a fierce one and the big three, Google, Apple, and Facebook all want you to keep scrolling and searching. By holding your attention, they can track your web history for the sole purpose of showing you more customized content. If the content is relevant, then the longer you will stay.

When we search the web, we leave behind breadcrumbs – a trail of information about the path we have taken when visiting a website or while we used a platform. The attention information is valuable because of how it reveals our interests and intentions. The more social media networks can keep you interested, the more effective their advertsing space becomes.

The longer you pay attention to the content, the more likely you are to purchase something. This can then create an opportunity for the platform to make money. Advertising success in the Attention Economy is based on how many clicks and “eyeballs” land on a promotion. The Attention Economy can be thought of as the internet shaped around the maximization of ad revenues.

Humans have the ability to discriminate against the massive onflow of sensory information. Our attention pushes back by selecting and focusing on one thing, out of a large amount of information. People are starting to not listen to the overwhelming and boundless amounts of information being thrown at them. If there is too much information, there is no way to make sense of it, much less use it to its full advantage.

This reminds us that there is no free lunch when it comes to the internet or social media. The internet has always been pay for play . We believed the tech giants when they said that we could enjoy the spoils of the internet without paying the piper. In the words of Media Theorist – Douglas Rushkoppon Facebook we are not the customer, we are the product.”

Do you feel that your attention span is shrinking because of the huge quantity of content and information being presented to you on a daily basis, via the internet and social media? Let me know.

Facebook – Too Much Information? Is your attention span shrinking from information overload?

Twitter – #toomuchinformation#attentionspanoverload?


Is Social Media Damaging Our Mental Health?


The answer, as it turns out is yes ….

Is It Really Too Much of a Good Thing?
Social media connects us to friends and family, it links us to contacts – that could help us find a new job, and maybe, even find love. Studies and experts tell us, that too much time spent on social media, is harmful to our mental health. Globally, it is estimated that there are 3.3 billion social media users and that these subscribers spend two or more hours a day clicking, sharing, following and tweeting.

What Are the Issues?
Spending a large amount of time on social media, can have damaging results:

  • depression
  • anxiety
  • loneliness
  • social isolation
  • FOMO – the fear of missing out.
  • Imposter Syndrome – self-doubt and a sense of being exposed as a fraud in terms of success and intellect

Is It All Bad News?
There is some positive news regarding social media usage. For introverts, where a face-to-face interaction is not possible due to shyness, social media can help you connect, which may lead to an increase in self-esteem. For family, that are at a distance, it will aid you in staying in touch with your loved ones. Building a sense of community can be accomplished through online groups, ie: Meet Up Groups or Facebook Groups. Social media can also provide a means of expressing ourselves creatively, ie: blogging or posting on Pinterest.

What Can Help?
In recent studies, limiting the use of social media can reduce loneliness and depression. Research also showed that less time spent on social media decreased anxiety and FOMO – the fear of missing out. Moderation and a more balanced approach to social media can increase life satisfaction.

Could You Give Up Your Social Media?
Even as a newbie to social media, I hesitate to admit that I would miss my daily scroll though my news feed, updates and checking in with friends and family.

Could you be without your social media for a day or even a whole week?

Facebook: Is social media damaging our mental helath? Read my blog to see what I found. https://bit.ly/342AmSQ

Twitter: Is social media damaging our mental health? https://bit.ly/342AmSQ #socialmedia#damaging#mentalhealth