Sentiment analysis of social media conversations provides businesses with useful and rich insight into how customers feel about their brand. Sentiment analysis and the context of what is driving the social media conversations about a business is not just an exercise in resolving common customer complaints. The insight from sentiment analysis need not only be used to inform marketing strategies, it can provide businesses with insight into what products they should be focusing on, whether they are working with the right brand ambassadors, and what social responsibility initiatives they need to consider within their operating structure whether those initiatives are public facing or not.
High Street favourite Marks and Spencer has seen 86,000 conversations created about it across social media from January 1st to June 20th 2021. We have measured whether these conversations are positive or negative, determined what is driving that sentiment, and examined ways in which Marks and Spencer or any business can use this insight to inform their own business strategy.