Social Media Savvy: Learn how to measure your share of voice and sentiment for free
Special to the Bonanza
INCLINE VILLAGE, Nev. — One of the social media metrics that a brand can easily measure is their share of voice and sentiment. There are various software programs on the market that will do this for you automatically.
The problem with them, is that they determine the sentiment automatically so errors occur. It’s not unusual that a tweet will be positive, yet the software will rank it as a negative.
To overcome this challenge, a social media marketer can determine the sentiment manually which of course is very time consuming but at least accurate. You may want to do this exercise if you are conducting a social media audit, once a quarter to see where you stand or once a year to see how your share of voice and sentiment are changing.
The process is pretty simple. Here’s how to do it:
1. Go to SocialMention.com. Social Mention is a free software that generates real time mentions from across the web. It’s pretty good but the best part is that it’s free. If you want something more sophisticated, then look into a tool like Radian6 or Cision but be prepared to pay.
2. Type in your company name in parenthesis and make sure the search button is on ALL. This will ensure that you are getting accurate results.
You could define the search parameters by going to the advanced function on the system and narrowing down your search. If the results you are getting are not accurate enough, I suggest using the advanced search function.
You can also narrow it down by a specific source, like blogs only or specific date — maybe you are interested in results only from the previous week. Social Mention keeps results for 30 days so you need to keep this in mind too when you are developing your share of voice and sentiment report.
If a competitor or yourself are conducting a marketing campaign, the results may be different than a typical activity month.
Look through all the results and see how many mentions your company has received, who’s mentioning you and what is the sentiment. Record them in a spreadsheet by giving the mentions a positive, neutral and negative ranking.
3. Type in your competitors. Do the same analysis for each one of your competitors. Again, you may need to tweak the search by using the advanced function to get a more accurate picture. Record the number of mentions and the sentiment in the spreadsheet.
4. Check out the results. The spreadsheet will do everything automatically for you. You can review your share of voice and sentiment analysis. You can download the spreadsheet for free on http://www.outandaboutmarkeitng.com.
This is it. Four easy steps to checking your share of voice and sentiment analysis. I suggest you do this every quarter or at least once a year so you know where you stand.
Milena Regos is principal and founder of Out & About Marketing, an Incline Village-based digital marketing and social media consulting firm. She can be reached for comment at firstname.lastname@example.org. This post first appeared on Out&AboutMarketing.com.