Track, Understand, Measure, and Communicate with Confidence

Public relations and communications professionals know that they need do more than listen to social media buzz. They need to stay on top of what people are saying and which topics are going viral. They need to be able to act proactively—and intelligently— to respond quickly to adverse events and avoid PR nightmares.

But the volume is staggering. The Twitter Firehose alone has access to more than 250 million tweets per day on average—and it’s just one of the millions of sources we track. Furthermore, accurate sentiment analysis across a high volume of posts is tough when you take into account language complexities, slang, misspellings, and sarcasm. Numerous studies have shown that traditional listening tools, which utilize keyword-matching algorithms to determine sentiment, are less than 50 percent accurate.

NetBase: Why Just Listen When You Can Understand?

NetBase Social Insight & Analysis solutions use the most advanced natural language processing (NLP) engine  not only for accurate sentiment analysis but also to measure three facets of a social media P&L—buzz, net sentiment, and passion. We measure those facets across millions of social media posts every hour for the key brands you must monitor. Our tools and scorecards give you a continuous view of these metrics—and what lies beneath them—so that you can be more responsive, make the right decisions, and act upon them confidently to improve your business.

With NetBase solutions, PR and communications professionals can:

• Accurately track social brand health on an ongoing basis. Traditional listening solutions require a significant amount of manual effort to accurately measure overall net sentiment and individual brand attributes. NetBase uses intelligent technology to deliver a comprehensive set of brand health metrics in near real-time. Not only do you understand how much people are talking about your brand (buzz), but also you can track net sentiment, share of voice, passion level, key brand attributes, and competitive benchmarking at any point in time. You can see our Brand Passion Index in action on the NetBase blog.
• Understand issues before reacting, so that you invest wisely and avoid spending money on issues that aren’t as important as they first seem.
• Measure the impact of PR campaigns in the marketwith reports that can quantify changes in key conversation drivers over time. See our blog for examples from the Wall Street Journal’s weekly sentiment tracker, powered by NetBase.

By moving beyond listening, you deliver new value to your business stakeholders:

• Stretch existing budget and resources. By truly understanding what customers are saying, you can apply your spending and efforts where they will have the most impact.
• Track campaigns and issues faster and more frequently. Traditional brand tracking typically takes a minimum of six to eight weeks, while first-generation approaches to social media analysis typically take up to four weeks. NetBase clients are able to track social brand health continuously after only a few days of setup.
• Integrate your efforts better with corporate decision-making processes by providing automated reporting with broader insights that are actionable across the marketing organization.

Do you want accurate sentiment analysis and a better understanding of the social voice? Contact us to learn more.