Analyzing Twitter Mentions with Essense

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July 25, 2023
* min read

Are the golden days of Twitter long gone? Maybe. Despite everything that’s happened to the platform in the last few years, people remain loyal to Twitter. As a text-based platform, Twitter is an unmatchable source of customer and market data that every business should leverage. 

If you’re not analyzing your Twitter mentions yet, you should start doing it with Essense. In this blog post, we’ll talk about the importance of Twitter data analysis and discuss how you can analyze Twitter mentions with Essense. 

Twitter Data Analysis

Twitter data analysis is a powerful way to identify valuable insights, trends, and patterns in the vast amounts of unstructured data generated on Twitter. A platform with 535 million active users, Twitter is a goldmine of real-time information, opinions, and sentiments.

For many people, Twitter is the first place they go to when they want to share their experience with a brand or product. No matter if your brand has an active presence on Twitter or not, if you’re not leveraging Twitter data for customer and market research, you’re missing out. 

Twitter provides a constant stream of real-time data, making it a valuable resource for tracking events and trending topics. Twitter’s “Trending” tab allows businesses and individuals to hop on emerging trends and stay up to date on topics they are interested in. Brands that can identify and join trends early on can stay proactive in customer relationships, create relevant content, and gain more visibility. 

Why You Should Track Twitter Mentions

Tracking Twitter mentions offers numerous benefits that can positively impact a brand. Here are some key reasons why businesses should monitor Twitter mentions:

Customer feedback and sentiment analysis

Tracking Twitter mentions allows businesses to gather real-time feedback from customers about their products or services. Analyzing the sentiment of these mentions helps understand how customers feel about the brand, enabling the business to make necessary improvements and deal with negative feedback in a timely manner.

Competitive analysis

Monitoring competitors' mentions on Twitter provides insights into competitor activities, campaigns, and customer interactions. Understanding what customers are saying about competitors helps businesses identify areas of opportunity and competitive advantages. 

Brand reputation management

Businesses that monitor Twitter mentions can easily stay on top of their brand's online reputation. Companies that promptly address negative mentions can mitigate potential damage to their reputation, show their commitment to customer satisfaction, and make informed product decisions. 

Customer support 

Many customers turn to Twitter to seek assistance or express their concerns. By tracking mentions, businesses can respond to customer inquiries, offer support, and engage in conversations. This demonstrates a customer-centric approach and helps increase customer retention. 

Crisis management

Twitter is a platform where crises and controversies escalate very quickly, so it is essential to always keep a finger on the pulse. Monitoring mentions allows businesses to respond swiftly and mitigate the impact on the brand.

Product insights

Analyzing Twitter mentions related to specific products can provide valuable insights into customer preferences, interests, and pain points. This information can guide product development and help teams build customer-centric products. 

Market research

Twitter mentions can be an amazing source of data for market research. Tweets can give businesses an insight into customer preferences, emerging trends, competitor strategies, and social issues that can affect the brand’s success in the future. Twitter is full of unsolicited feedback that can give businesses a better understanding of customer needs and uncover topics that wouldn’t emerge otherwise. 

Twitter Sentiment Analysis

Sentiment analysis is a natural language processing (NLP) technique used to determine the sentiment or emotional tone behind a piece of text. Sentiment analysis can be applied to tweets, allowing businesses to see whether mentions of their brand or product are positive, negative, or neutral. 

Categorizing brand mentions by sentiment can lead to a deeper understanding of a brand’s or product’s strengths and weaknesses. By applying advanced sentiment analysis techniques, companies can determine the features of the product that elicit negative emotions, the intent behind a tweet, and the particular emotion expressed in a tweet. 

Sentiment analysis takes Twitter analysis to a new level by helping discover not just the topics users are talking about but also their attitudes toward those topics, brands, and products. Combined with other data analysis techniques, sentiment analysis allows businesses to stay on top of customer needs, quickly identify areas of improvement, and create user-centric product roadmaps

Twitter Analysis with Essense

Twitter analysis involves dealing with large sets of noisy and unstructured data, so it requires data preprocessing and organization. Essense makes Twitter analysis simpler and more effective than ever. All you have to do is provide the name of your brand, hashtag, or username. As an AI-powered feedback analysis solution, Essense will analyze your mentions, perform sentiment analysis, and separate your feedback into different categories. Choose all your feedback sources, set up recurring reports, and get actionable customer insights delivered to your Slack or inbox. 

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