The Language of Brands in Social Media

Conclusion

Social media offers a unique opportunity for brands and their managers to understand consumers' mindsets. The approach suggested here shows how conversations can be effectively mined to offer a window into consumers' mindsets, which can then be translated into marketing strategy. The current state of the art of the social-listening dashboards typically includes only basic information about a brand's sentiment (valence of brand mentions as positive or negative). Our approach provides a novel way to gain insights into a brand's relative positioning by using social media data and analyzing brand–topic correlations to evaluate how consumers perceive a brand relative to others in a category.