Successful businesses use data and analysis to prove that their campaigns work and find out which ones work best. Unsuccessful businesses go off what they qualitatively think “works best”.
As an example, imagine you are running a PR campaign. Some businesses will determine how well it works by using their past experience to make assumptions about its effectiveness. They will not even look at what people say, or if they do, they will look at a few comments or tweets and think that they represent people’s perceptions about the topic.
Think Outside the Box
If you’re a business owner, how can you get out of this mode of thinking? How can you start to use quantitative analyses to do what is best for your business instead of just going off your hunch? You do not need to know very much math to do it since there are tools that can do it for you. But you do need to know what to look for so that those tools can help you analyze your data.
Find the Right Social Media Monitoring Tool
Tools can monitor what people actually say on social media for you, so that you do not have to manually look at all of the tweets and posts people make. From there, you can figure out what percentage are saying good things about you, what percentage are saying bad things about you, and which are neutral. You can also break down buzz by source so you can learn whether people are talking about you on Facebook, Twitter, or another social network.
Also, unlike manually reading each tweet, using social media monitoring tools ensures tweets are consistently categorized as positive or negative. If a person does it manually there work is prone to error, but an algorithm will always output the same thing if it has the same input. This does not mean that algorithms are perfect, but they can be more consistent than having a team of people analyze sentiment for you.