The Language of Brands in Social Media
Brand managers have only recently started using social media listening to gain insight into consumer brand perceptions. Therefore, the impact of social media listening on brand strategic decision-making is still being determined. This research details the significant effectiveness of social media listening (consumer "language") in describing the brand image. Create an interactive chart assessing the existing social media data collection research versus Figure 1 in this article, which tracked social media conversations. Use this comparison chart to evaluate the power of social listening as a consumer insight tool.
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.