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Good job or good riddance? DIY customer sentiment tracking gives the full picture.

By Anna Drennan on Aug 25, 2011 4:07:00 PM

How healthy and happy are your Facebook and Twitter communities? Do your customers love you or have you ruffled their feathers recently? How can you find out?

Sentiment tracking has typically taken a spot within the social monitoring sphere. To establish the tone of conversations happening around your brand is one of the foundations of PR. When extended to the social web, many automatic sentiment tools sprung up to try and track positive and negative mentions. This is a valuable activity for a company to try and understand its public image – but has a number of limitations.

Automated sentiment tracking tools are notoriously unreliable. Accuracy levels typically lie at around 60%. The problem is context:  automated tools pick up on words with assumed positive and negative connotations – but as we all know, communication just isn’t that simple. To take an obvious example, a satisfied customer may wish to share a positive experience on your Facebook wall; ‘Conversocial are really good at listening to their users’ feedback’. ‘Good’ doesn’t always denote positive sentiment however; ‘Good luck getting anyone at Conversocial to reply to your emails’ (which would of course never happen on our page), suggests quite the opposite.

That’s why we’ve opted for manual sentiment tracking within our tool. We’ve made it as quick and easy as possible with simple keyboard shortcuts and quick comment processing. But we believe that, for the moment at least, human intervention is necessary to establish whether customers really are happy or not. This manual tracking is being used by customer service managers to gauge how well their agents are managing to keep customers sweet. Our users can see the big picture of the volume of complaints they are getting daily, as well as how successful they are at incident resolution. They know it’s accurate, as it’s marked by their standards.

Our marketeers can also do sentiment analysis at post level. It’s a really simple way to track reactions to new products and services. Tracking the scale of engagement updates receive is useful for establishing how widely they will be distributed, but it’s also important to know how well each of your messages went down with your fan and follower base.  We provide percentages of negative and positive feedback for your full messaging history, so you can learn how to get your audience excited about your brand.

If you’d like to learn more about sentiment tracking with Conversocial, (or anything else for that matter) we’d love to hear from you! You can contact us any time at info@conversocial.com

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Topics: Customer Experience, Technology

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