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Customer Insight: Spotting Trends in Customer Comments on Social Media

Marie Rose
By Marie Rose on Aug 31, 2012 3:32:00 PM

Bitesize - The Definitive Guide to Social Customer Service: Part 10/10

Here's the final chapter in the series of bitesize posts from our 'Definitive Guide to Social Customer Service', a practical handbook for executing a Social Customer Service program from the ground up. You can download the guide in full here.


Social media opens companies up to a wealth of knowledge about their customers. The data provided through these social networks can give insight into which areas of the company are getting the most positive and negative customer feedback. This feedback will help companies to measure customer satisfaction and track key customer issues, in order to improve upon any issues and create a better customer experience.

Measuring Customer Satisfaction

A helpful way to measure customer satisfaction is to use software that allows you to record messages as being positive or negative. Sentiment data can reveal a lot about customer expectations:

  • Sentiment data helps companies understand the attitudes of the existing customer base, and reveals the impression projected of the brand itself.
  • A Net Promoter Score can be developed through sentiment data. This gives insight into how many customers are brand advocates – how many would promote your brand?
  • Tracking sentiment can lead a company to determine how much positive promotion and negative detraction is occurring on social media.
  • Establishing clear guidelines as to what constitutes positive or negative sentiment is essential. This will help your social customer service team mark comments correctly, and it gives a more accurate view of sentiment data.
Tracking Key Customer Issues

Social media allows customers the chance to give companies direct feedback. Tracking these messages can help identify key customer issues:

  • Keeping a recording of message history allows you to analyze comments on social media and get insight into customer behavior, preferences and interests.
  • Spotting trends in customer issues gives a better understanding of where negative sentiment is coming from. Tracking the frequency of issues within the different products and services shows where most issue lie, and directs a company to target the areas that require improvement.

By tracking the comments that came into Conversocial customers’ Facebook and Twitter accounts, we developed a better understanding of what types of messages are coming in. The following chart details the type of chatter that is happening on Facebook and Twitter:

Missed the last Bitesize post on How to Set (and Achieve) Your Social Customer Service Targets? Check out Part 9/10.

How do you track sentiment data? We’re interested to hear your opinions in the comments below. 

Got any suggestions for what you’d like to hear from us? Send your thoughts to marie@conversocial.com or @Conversocial. We’re always looking for new ideas. 

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