February, a month of love so let’s talk about feelings, customer feelings. Customers play a pivotal role in shaping the brand; customers can give a better understanding of a brand even better than brand owners. It is always vital to remember that a brand consists of expectations, memories, relationships and also stories that combine and influence a choice of a product, service or even a company. Then, if the brand owners do not pay attention to such feelings, how are they going to build the desired brand. One other thing which is misleading to the brand owners is their brand aspirations which they tend to usually think that’s actually how their brand is perceived.

Brand developers need to know their customers, the age, gender, location and preferences; just knowing the customer all-round. In a world where social media is a buzz, one can move from 0-100% in terms of understanding the brand in just a matter of minutes. The development in the social media world leads to excessive levels of data sharing, which means that different perceptions about products, services and brands are debated on regular occasions in social network platforms. Through some strategic ways to listen and analyze these conversations, comments and arguments, brand developers can really improve the way customers view their brands, while also keeping a healthy relationship with customers.

Two ways to strategically track and use customer sentiments

One way to track customer sentiments is what is known as Social Sentiment. This particular strategy is concerned with measuring the conversations that are held on online platforms, looking at customer satisfactions and unpleasantness in the brand. The nicest thing about this way is that, social media conversations are as original as possible, meaning they are not contaminated at all. Therefore, brand marketers get to see and evaluate the best possible feelings/perceptions about their brand. Since following up on all social media conversations can be extremely time consuming, brand marketers can use various tools to measure sentiments. These tools, such as Brandwatch, to name one, can listen to conversations, group in terms of age, gender and location to give a brand marketer more on what certain customers expect. Remember, it is not enough to know what is being said, but to also knows who said that.

The second way would be sentiments analysis. This investigates the thoughts and views of existing prospective customers on the brand, the products, customer experiences and social campaigns. A person who looks after companies social media platforms can dedicate some time to adhere to all kinds of sentiments from customers, work with the brand marketing team to engage customers directly on how they are working on bettering negative sentiments.

If brand marketers could apply these strategies with precision and keep a healthy relationship with customers, the brand will be kept in healthy state while customers will also remain smiling.

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