social media agency

How to measure sentiment in Influencer Marketing?

how to measure sentiment with influencer marketing

In the past few posts we have highlighted the power of influencer marketing in this new social media age and how you can measure its effectiveness. When negotiating with agencies specialised in social, you’ll undoubtedly hear terms such as reach, engagement or sentiment analysis – all three holy grails to qualm nerves and measure branding success (if you’re unfamiliar with these, check out our post below!).

The latter, sentiment analysis, is a buzzword that has taken the online marketing scene by storm. Here we break it down for you by explaining what is meant by sentiment analysis, why it’s important, how it can be measured, and how we at Socially Powerful use it to inform our campaigns.

What is sentiment analysis?

Social media platforms have drastically changed the relationship between producer and consumer. The top-down one-way channel of communication common to traditional media has been torn down by UGC, opening up dynamic spaces for consumers to collectively and individually voice their opinions on brands. This, in turn, has made it far easier to understand how your target audience feel about your product and/or your marketing strategy, whether that be through the like/dislike ratio, influencer story polls or (and this is the most fruitful) the comment section. While engagement is a useful metric to gauge a post’s relative popularity or the amount of interest it peaked, sentiment analysis allows you to further refine and optimise your content strategies to effectively maximise ROI.

So why doesn’t everyone carry out sentiment analysis?

They do. Sentiment analysis is featured as a metric on many social media insight tools used by agencies – hence its buzz on the marketing scene. However, often these metrics are used without fully understanding how they work. Some rely on the like/dislike ratio mentioned above. Other more specialised analyses will examine the language used in the comment section, and here is where the problems arise.

Sentiment and opinions are highly subjective and open to interpretation. As such, the grammatical and syntactical conventions used to express positive or negative emotions are hard to generalise with precision.  To circumvent this, some tools such as LIWC use sentiment lexica, i.e. list of words organised by their bipolar semantic orientation (positive/negative). However, this offers only a crude interpretation of language, which ignores the intensity of a certain sentiment or the contextuality in which words are used – a feature particularly crucial as words often have multiple meanings. Even tools that incorporate valence scores for intensity (e.g. VADER) ignore the lexical features native and ubiquitous in UGC like acronyms, emojis and slang.

Other more recent attempts at sentiment analysis (e.g. Naïve Bayers classifier, Support Vector Machines, etc.) have made use of growing expertise in machine learning and natural language processing to learn and identify sentiment-relevant features of text. However, the issue with such tools and UGC is that they require large sets of validated training data which represents as many of the lexical features as possible. Such data sets of UGC are hard to acquire due to the spare and short nature of text on social media.

How then does Socially Powerful analyse sentiment?

Here at Socially Powerful we understand why sentiment analysis is hard and we, therefore, like to do everything in-house to ensure the highest degree of quality and certainty for our clients. We carry out our own comprehensive sentiment analysis, integrating easily identifiable metrics such as like/dislikes and influencer polls, validated sentiment analysis tools and analyses of multiple samples in comment sections, carried out by different expert analysts. This way ensures we cover the drawbacks of each method. It also means we can be more creative and offer a more fine-grained bespoke analysis for each piece of content.

Why is this important?

Thinking back to last year’s Pepsi-Kendall Jenner advert provides a perfect example of the importance of sentiment analysis. Viewing it on the basis of engagement, the advert was a huge success. However, as everyone knows by now, it drew widespread criticism from around the globe for its insensitive and farcical content.

Kendall Jenner Pepsi influencer marketing.jpg

In influencer marketing, for example, an influencer may post to Instagram holding the product in hand so that it gains exposure to their followers. Any of the sentiment analysis tools mentioned above will then analyse the language in the comment section to get a rough picture of how it has been received. However, going the extra step allows us to fully understand whether the positive or negative sentiment recorded is actually directed towards the product or just other features of the post (i.e. outifts, quality of photo, background, etc.) – if the latter is the case then it is classified as neutral. In other words, it allows us to fully understand the context in which views are expressed, because ultimately it is that context that shapes our opinions.

 

 

 

 

 

THE FUTURE OF INFLUENCER MARKETING

What is Influencer Marketing? What's the future of Influencer Marketing? How do you use Influencers in the most effective way? Influencer Marketing Strategy? Well tune in, today's vlog is all about the above. Christina and Majid, headed out to speak to a design agency in London about all things Influencer Marketing and Social Marketing.

It was a fantastic meeting and great to answer the questions thrown our way. Christina also talks about what it's like to pitch / present Socially Powerful to other agencies and brands, how she handles the nerves and what the pressure feels like!

 

TOPGOLF AND TEAMBUILDING - FUN!!!!

With the Socially Powerful family growing bigger every day, we thought it was time to get to know one another and celebrate one of our own – Nikol Chrenkova, a professional golf player. With a dose of healthy (and not-so-healthy) competition we headed over to Top Golf to learn from a pro and separate the powerful from the pretenders.

First up, we needed to decide the most important thing – who was in each team. With help from a lovely (and patient) lady, the teams were decided…:

  1. Captain: Majid – Natasha, Nick, Paula, and James.

  2. Captain: Neil – Nikol, Coralie, Bran and Chrissie.

… and, after a motivating pep-talk from James, “You’d better f*cking win”, and the expert guidance of Nikol, “You need to pose to make it look good,” the Socially Powerful Open began.

At this point I would love to say that we all aced every shot and did Nikol’s teachings proud – unfortunately, I would be lying. Playing golf turned out to be just as Nikol stated; nerve-wracking, exciting, inconsistent, needing patience and SOCIAL!

Throughout the day we learnt a lot about each other, bonding over our mutual uselessness (none of us will ever be professional golfers - sorry Nikol!) and learning that, although we are Socially Powerful, our skill-set doesn’t necessarily translate over to Top Golf!

We tried our best, and at the end of the day the best team (I may be slightly biased) won.

If you want to see more of what makes us Socially Powerful and some (not-so) powerful golf skills be sure to SUBSCRIBE to our YouTube Channel and follow us on other social media platforms!

BUSINESS IN BERLIN - MAKING IT HAPPEN

We’re off to Berlin, Germany to work with one of our clients for an upcoming product launch with two global influencers. Fashion influencer Mariano Di Vaio and technology influencer TechnoBuffalo are in attendance with our team of Cyrille, Majid and Ben. 

It’s an exciting, but very stressful time for all involved to ensure the campaign runs smoothly. Today is the first of four days, with the team travelling out to Berlin and meeting with Mariano and TechnoBuffalo, to brief them on the campaign, the timings and the expectations.

You’ll be getting access to see what we get up to on the ground, in the midst of all the action and get to know more of the people involved in Socially Powerful. We hope you enjoy the vlogs and don’t forget to LIKE, COMMENT AND SUBSCRIBE! It all helps.

Be sure to SUBSCRIBE to our YouTube Channel and follow us on other social media platforms :

We're on a mission to vlog and share our journey to becoming one of the biggest marketing agencies in the world. We show everything, the good, the bad and the ugly...because WHY NOT?! We show what it's really like behind the scenes in running a business and the hard work that goes into making it happen.

We are a full service social marketing agency, that focuses on attention on social media. Where are people spending their time? Why? What's the most effective way to communicate with them? We help brands answer these questions. 

We operate on a global scale, if you want to get in touch please email. tellmemore@sociallypowerful.com

www.sociallypowerfulmedia.com

Twitter : http://bit.ly/2pjr6aH
Facebook : http://bit.ly/2pGWOOV
Instagram : http://bit.ly/2oTQi4m

 

MAKING BIG MOVES

It’s office move day, after months of waiting for the building to be finished, we’ve finally got the keys and are moving in. It’s the beginning of a new chapter and the start of something fresh. 

Now that we’re moved in, be prepared for more vlogs and more of our employees appearing in future vlogs from here on out. We will be sharing more of our vision on the industry, more of our work and more of what we get up to away from the office. Exciting times for all involved!

Be sure to SUBSCRIBE to our YouTube Channel and follow us on other social media platforms :

We're on a mission to vlog and share our journey to becoming one of the biggest marketing agencies in the world. We show everything, the good, the bad and the ugly...because WHY NOT?! We show what it's really like behind the scenes in running a business and the hard work that goes into making it happen.

We are a full service social marketing agency, that focuses on attention on social media. Where are people spending their time? Why? What's the most effective way to communicate with them? We help brands answer these questions. 

We operate on a global scale, if you want to get in touch please email. tellmemore@sociallypowerful.com

www.sociallypowerfulmedia.com

Twitter : http://bit.ly/2pjr6aH
Facebook : http://bit.ly/2pGWOOV
Instagram : http://bit.ly/2oTQi4m

NEVER WORK A 9 TO 5, FOLLOW YOUR PASSION

The conventional 9 to 5 job, is not the only option. You can do anything. Anyone can be an entrepreneur and live out their dreams. Now, more than ever, you can take the chance to really live the life you want to live and do what you’ve always wanted to. You don’t have to take the same route as everyone else, you don’t have to go to University to get the job you want. Now, you can just go and do it. Believe in yourself and GO FOR IT!

Today the vlog starts out in South London. We’re on set filming with Anto Sharp, a well-known comedy influencer, with a huge following on Facebook and Kelly Jean, a large gaming influencer on Twitch and Facebook. We're filming for an upcoming campaign we have with one of our major clients.

We had some time to sit down with Anto whilst on set to learn more about him as a person and the man behind the influencer. It was insightful and great to spend time with these guys, to lift the lid on who they are as people.

The day ends as a huge success, but we will be back for the second day of filming, bright and early tomorrow.

Be sure to SUBSCRIBE to our YouTube Channel and follow us on other social media platforms :

We're on a mission to vlog and share our journey to becoming one of the biggest marketing agencies in the world. We show everything, the good, the bad and the ugly...because WHY NOT?! We show what it's really like behind the scenes in running a business and the hard work that goes into making it happen.

We are a full service social marketing agency, that focuses on attention on social media. Where are people spending their time? Why? What's the most effective way to communicate with them? We help brands answer these questions. 

We operate on a global scale, if you want to get in touch please email. tellmemore@sociallypowerful.com

www.sociallypowerfulmedia.com

Twitter : http://bit.ly/2pjr6aH
Facebook : http://bit.ly/2pGWOOV
Instagram : http://bit.ly/2oTQi4m

 

WHY DO WE VLOG?!

Why do we vlog? Why are you vlogging? These are questions we always get asked.

We’re a marketing agency, we’re building a company and we’re on an entrepreneurial journey…. but mostly, we’re doing it be practitioners. To practice what we preach and put our money where our mouth is. To really understand social media, you need to be amongst it and living it daily. How can we stand in front of some of the biggest brands in the world but not understand what we are talking about?

Today’s vlog we are in London, casting for a video that we are creating for one of the major gaming companies globally. It’s a new client, a new opportunity and the potential to show to the brand that what we do works and delivers real results. Tass and Majid head to the casting, lead by our Director Craig, to meet the potential cast who will be starring in the video.

The difficulty with creating content for social, is that it needs to be fit for platform, it needs to be raw, easily consumable and exciting. Let’s see if we can pull it off ;)

Be sure to SUBSCRIBE to our YouTube Channel and follow us on other social media platforms :

We're on a mission to vlog and share our journey to becoming one of the biggest marketing agencies in the world. We show everything, the good, the bad and the ugly...because WHY NOT?! We show what it's really like behind the scenes in running a business and the hard work that goes into making it happen.

We are a full service social marketing agency, that focuses on attention on social media. Where are people spending their time? Why? What's the most effective way to communicate with them? We help brands answer these questions. 

We operate on a global scale, if you want to get in touch please email. tellmemore@sociallypowerful.com

www.sociallypowerfulmedia.com

Twitter : http://bit.ly/2pjr6aH
Facebook : http://bit.ly/2pGWOOV
Instagram : http://bit.ly/2oTQi4m

 

TRAVELLING TO BANGKOK, THAILAND

In today’s vlog, Tass is travelling to Bangkok, Thailand with his girlfriend for a much-needed holiday, we decide to take you on the journey and show you some of the behind the scenes. After travelling all over the world with our clients and on Business Development, Tass embarks on for some relaxation and downtime, this time without camera man Nick, how will he survive :')

At the same time, Socially Powerful are in the middle of a lot of major projects and recruiting for new employees. As a start-up business, we need to be smart with where we invest our money and who we invest our money in. With no investment or venture capitalist backing, every penny counts and we need to deploy it in the most effective way possible. 

Arriving in Bangkok you really feel the pace of the city, the vibe of the people and the culture of the communities in the city, which changes from day to night.

Be sure to SUBSCRIBE to our YouTube Channel and follow us on other social media platforms :

We're on a mission to vlog and share our journey to becoming one of the biggest marketing agencies in the world. We show everything, the good, the bad and the ugly...because WHY NOT?! We show what it's really like behind the scenes in running a business and the hard work that goes into making it happen.

We are a full service social marketing agency, that focuses on attention on social media. Where are people spending their time? Why? What's the most effective way to communicate with them? We help brands answer these questions. 

We operate on a global scale, if you want to get in touch please email. tellmemore@sociallypowerful.com

www.sociallypowerfulmedia.com

Twitter : http://bit.ly/2pjr6aH
Facebook : http://bit.ly/2pGWOOV
Instagram : http://bit.ly/2oTQi4m