Is there a future for social media monitoring tools? An interesting question I came across online . Social media platforms are constantly changing their APIs and removing measurement capabilities. For example, the limited Instagram data you can still retrieve no longer includes metrics such as likes, reach and engagement. What use is a monitoring tool then?
Column – We should actually change the way we measure social media. For example, by focusing more on measuring sentiment. A sentiment analysis involves analyzing whether messages are positive, neutral, or negative. This is really about the content of a post.
And a reaction, opinion or review also gives more insight than a 'like': one of the reasons why whatsapp number list Instagram might remove the likes. A sentimental analysis sounds like a good idea, but is more complicated than it seems.
How negative is negative sentiment?
Many large brands, who receive a huge number of messages, use automatic sentiment analysis to indicate the urgency of a message. Often, the emphasis is placed on negative messages. With the idea that you have to deal with negative messages quickly to prevent further damage. Sounds like a good plan, but scientific research shows that negative reporting is not necessarily 'more important'. Responding to positive or neutral messages can also have strong positive effects.