Sentiment refers to the way your social media audience thinks and feels towards your brand, products or services as can be deduced from their posts on social media platforms.

Sentiment can be positive, neutral or negative and we compute the percentage of the audience falling into each of these categories by examining their remarks on social media posts made by your brand. The net sentiment score (netiment) is calculated by subtracting the negative sentiment (%) from the positive sentiment (%) and, ideally, should be a positive score.

The audience on social media tends to react to posts in a manner that goes beyond the subject of the post itself. This often reveals deeper lying attitudes towards your brand or business and exploring these helps in rectifying perceived brand weaknesses while leveraging on the opportunities and strengths.

  • Positive Sentiment 55% 55%
  • Neutral Sentiment 15% 15%
  • Negative Sentiment 30% 30%
  • Netiment* = positive % minus negative% 25% 25%

To deviate is to do something that is different from the usual or anticipated way of behaving. Social media followers often digress from the specific subject or theme of a post and, in the process, redirect the subsequent thread away from the main communication. A post by a brand on a new product can trigger reactions about previous bad service experiences with the parent brand instead and thus detract focus from the new offering itself.

Ideally, all comments made in reaction to a post should be directly related to the subject of the post. Looked at it this way, any deviation is undesirable and we thus report the overall proportion of the audience making comments not directly related to specific posts. Although deviation is not desirable, not all of it is necessarily deprecating and can indeed be complimentary. We therefore further segment the total deviation into commendation versus deprecation.

Measuring deviation provides some measure of post impact. Social media platforms are marketing platforms and if your post on a new product, for example, receives minimal remarks about the offering itself, you can conclude that the post and platform in question are not delivering sufficiently towards your marketing objectives.

  • Total Deviation 47% 47%
  • Commendation 15% 15%
  • Deprecation 32% 32%

We analyse the volumes of online data that inundates your brand and provide insight into customers’ attitudes.

Khumbula Consulting

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