10 Tips: Tap Consumer Sentiment On Social Networks
July 10, 2012 08:30 AM Facebook and Twitter can serve as real-time consumer focus groups, but watch out for 'channel biases' and think beyond your brand. Follow these 10 pointers for effective use of sentiment analysis technologies.
Tip 8. Amplify Positive Sentiments, Build Your Community
Whether it's through an offer, a video, or an entry to a contest, you can spur viral social media attention that can far surpass the power of paid media, says David Edleman of McKinsey & Company in this interactive tutorial on social media strategy. Once consumers have purchased your product, a next step is encouraging them to share ratings, recommendations, or even referrals through social media. You can also devise special deals, insider access, or exclusive content that encourages people to share the value with their friends, says Edleman. By building communities where consumers can share their own recipes, exercise tips, or tastes in music, you foster everyday contact with and loyalty to your brand.