Introducing sentiment: hear everything said about your business
Protect your business, your brand and your reputation more by adding sentiment to your media monitoring.
We often discuss the large volumes of media content that exist today and the difficulties in unearthing quick, actionable value out of such an overwhelming mass – but sometimes it’s the simplest things that add the greatest value. Take sentiment analysis for example – recently introduced to our Mediaportal.
For those who are unfamiliar, sentiment analysis is the process of computationally identifying the tone within a piece of text in order to determine or categorise whether the attitude expressed is positive, negative or neutral. It is by no means definitive, but can be incredibly valuable in identifying potential issues or successes when viewed at an aggregate level, or simply when viewed within a topic or event.
“Your brand is what other people say about you when you’ve left the room”
Jeff Bezos, Founder Amazon.com
While the applications of sentiment analysis are broad and powerful, it’s often spoken about more in terms of brand – and specifically for Marketers. However, as Communications roles intersect, and media types diversify, it’s incredibly timely to explore the potential that sentiment holds to improve crisis management tactics, social media management and more through what is really ‘opinion mining’. Following our sentiment release, we spoke to our team around how we approached introducing this feature across our platform – and some of the complexities that are at play.
How we went about introducing sentiment to Mediaportal
Sentiment in Mediaportal is derived from both Google Natural Language Processing and an open-source toolkit made available by Stanford University. This has several advantages over a simpler approach, most notably that they are capable of taking the structure of a sentence into account when forming a judgement about sentiment for the purposes of categorisation.
For example, a simple approach may judge that the phrase “not bad” is negative because it contains two negative words. While in reality, one word (“not”) is simply telling the reader to think the opposite of the next word (“bad”). This and other similar examples are accounted for when using a technique that takes advantage of not just word choice, but also sentence structure.
To put it simply, what you say and how you say it are equally important. Using existing and well-developed services allows us to provide our customers state-of-art performance and the widest coverage possible from the very start of our sentiment releases.
The shades of grey of sentiment
The difficulty with sentiment is when it becomes hard for automation to identify or understand the nuances that exist within language, such as sarcasm or local jargon – and of course how to apply ‘context’.
It’s very possible for individuals to have differing opinions of the sentiment of a media item. For example, an item may contain strongly negative content but contain a positive mention of an entity of interest – such as your organisation. In this case, you may view this to be in fact ‘positive’, whereas your competitor may see this as ‘negative’ as it reflects overall sentiment against the industry that they’re also a part of.
Positive sentiment “The Australian doctors and divers involved in the Thai cave rescue will be formally honoured today at a special ceremony at Government House in Canberra.”
Negative sentiment “Just hours after the rescue mission was completed, news came through that Dr Harris’ father had died while he was inside the cave.”
While the overall article may be made up of primarily negative language, there may be pockets that could be viewed as positive which is why we have focused on generating sentiment scores for a media item as a whole – taking more than just the headline into account.
While sentiment can be easier to determine on things like movie reviews given the nature of what is asked –good or bad – alongside additional information like a star rating, the complexity in sentiment analysis extends beyond media content. To provide greater accuracy, the first release of sentiment includes the ability to override the sentiment badge on each item so that our clients have full control over their coverage.
What’s next?
Analysis is a big part of the next phase for sentiment as it can be incredibly helpful when reporting on efforts like ‘firefighting’ a social media crisis, or simply extracting the tone of your overall customer experience to determine next steps.
It’s also not limited to media items, sentiment has the potential to help identify who may be driving a particular tone and uncover trends of a skewed perspective.
To learn more about how we’ve integrated sentiment into Mediaportal, click here.
Loren is an experienced marketing professional who translates data and insights using Isentia solutions into trends and research, bringing clients closer to the benefits of audience intelligence. Loren thrives on introducing the groundbreaking ways in which data and insights can help a brand or organisation, enabling them to exceed their strategic objectives and goals.
During a time of high interest rates and restrained spending, Buy Now, Pay Later (BNPL) is offering another avenue for consumers to cope financially.
In this environment individual approaches to finances are shifting with a growing number utilising BNPL for essentials rather than luxuries. As a result, attitudes towards spending are also evolving.
There are increased calls for regulation and scrutiny of the sector, with proposals for oversight similar to that of traditional credit cards. For brands even tangentially involved in the sector, and the PR & Comms professionals in situ, understanding what messaging resonates, where risk lies and how trust might be earned is essential.
Gain data-backed perspective on the communities engaging with the BNPL sector - from Gen-Z to political followers and fintech enthusiasts - and go beyond surface insights to understand their evolving preferences, concerns, and the implications for future financial behaviours.
As the spotlight on sustainability intensifies year by year, it has become a focal point for legislators, media entities, and audiences worldwide.
This dynamic environment demands that brands and institutions elevate their standards in messaging and actions, holding them accountable like never before. For professionals in the PR & Comms realm, it is imperative to grasp not only how sustainability is being discussed but also the potential pitfalls, such as greenwashing, and gain a profound understanding of the diverse audiences receiving these messages.
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Blog
Sustainability: Mapping the Media & Public Conversations
From accusations of greenwashing to the role of misinformation, we explore the comms landscape around sustainability.
Data-driven PR is a key driver of targeted communications strategies, but the strategy isn’t solely dependent on the large volumes of data being hosted online. The real challenge lies not in quantifying the abundance of information but in our ability to unearth actionable insights from this virtual goldmine. In this web of stakeholder engagement, the true art lies in analysing and applying the wealth of intelligence buried within.
Data lakes are essential for tech businesses but don't get bogged down by the amount of information. The goal is to sort through the maze of data, merging different sources and perspectives using media and stakeholder intelligence. These intelligence tools uses data mining and data science to analyse public, social, and editorial media content. It refers to marketing systems synthesising billions of online conversations into relevant information. When communicating with data, it’s beneficial to keep the following approaches in mind to effectively achieve your objectives.
Unlocking Data's Capabilities
Contrary to popular belief, the volume of data isn't the priority. It's the strategic application that truly matters. For organisations deeply entrenched in the tech sphere, data lakes have become foundational. Yet, let's not get caught in the vortex of sheer volume. Our purpose lies in deciphering the data labyrinth, piecing together the global and the hyperlocal, infusing social and political insights, and fusing disparate data sources. This means blending research surveys, online feedback, web searches, and in intriguing cases - insights from the elusive dark web.
Media and stakeholder intelligence allows clients to discern the intricate narratives woven by their audience.
Consider the following approaches:
Segmentation Strategy: Divide data into stakeholder groups to tailor messaging and strategies effectively.
Strategic Metrics: Define key metrics aligned with goals (e.g. sentiment and engagement) for actionable insights.
Holistic Insights: Combine global media trends, local narratives, and social data using visualisation tools.
Deciphering Stakeholder Dynamics
To unlock the potential of stakeholder engagement in your PR and communications strategies, it’s essential to follow a multi-faceted approach.
Start by categorising your stakeholders strategically, as this segmentation forms the foundation for creating tailored and impactful engagement strategies. Additionally, keep a close eye on social conversations and online communities, as these platforms provide valuable insights into emerging trends and sentiment. Adaptability is key when it comes to messaging; personalise your communication to address the specific needs and concerns of each stakeholder group. By aiming for authenticity, you can build stronger connections and foster trust.
To unlock stakeholder potential, apply the following:
Stakeholder Map: Categorise stakeholders by power, influence, and relevance to create focused engagement strategies.
Narrative Tracking: Monitor social conversations and online communities to uncover emerging trends and sentiment.
Customised Engagement: Craft messages aligned with stakeholder concerns to enhance authenticity.
Embracing Stakeholder Advocacy
On the journey to authenticity, harnessing the potential of stakeholder advocacy emerges as a vital strategy. This is particularly potent in areas like environmental, social, and governance (ESG) and diversity and inclusion (DNI), where credibility isn't instantaneous but a journey. Collaborating with stakeholders who share similar objectives creates a powerful ripple effect. Their advocacy becomes a strong ally, propelling organisations toward credibility. It's a co-creation of value that resonates and reverberates.
Harness the powers of stakeholder advocacy with the following:
Advocate Identification: Find stakeholders who share values, especially in ESG or DNI areas.
Partnerships: Collaborate with advocates on initiatives, content, or events for credibility.
Co-Creation: Share narratives with advocates to build trust and resonate with stakeholders.
Turning Theory into Practice
Putting these principles into a tangible context, consider the hypothetical case of an Australian non-profit organisation during the pandemic. As traditional face-to-face engagement became impractical, the organisation could have identified an opportunity to leverage online platforms.
Recognising the increasing digital engagement among their target audience, the organisation explored social media groups dedicated to mental health support. These are opportunities to join conversations and foster authentic connections with individuals seeking guidance during isolation.
By embracing this new avenue, the organisation can not only maintain their engagement but also expand their reach through solutions like virtual support groups, the sharing of helpful resources, and even organised online events to address the community's pressing needs. This adaptability not only showcases their commitment but also demonstrates the power of stakeholder-centric content in an evolving landscape.
Sailing Toward Success
In PR and communications, data is crucial, and insight is valuable. Prioritise stakeholder needs with strategic data segmentation, aligned metrics, and a combination of global and local data. Understand stakeholder dynamics to engage with them effectively. Advocacy and collaboration can build credibility and trust. This discussion empowers PR professionals with tools to translate insights into action.
Ready to turn insights into impact? Enter Isentia's research solutions and media intelligence platform. Seamlessly tackle data segmentation, decode stakeholder dynamics, and embrace authenticity through advocacy.
Unlock Your Communication Potential with Isentia Today.
Navigating Data-Driven PR & Comms in a Stakeholder-Centric Landscape
Data-driven PR is a key driver of targeted communications strategies, but the strategy isn’t solely dependent on the large volumes of data being hosted online. The real challenge lies not in quantifying the abundance of information but in our ability to unearth actionable insights from this virtual goldmine. In this web of stakeholder engagement, the […]
Drawing from the trajectory of Bluey, a children's TV show that has captivated audiences across the globe, we delve into the realm of reputation management, unravelling the complexities that PR and communications professionals encounter in today's dynamic landscape.
In today's digital era, where people can freely share their opinions about a brand anytime and anywhere, maintaining a positive reputation means protecting your image and meeting the expectations of your audience, by staying aligned with the values of the communities you engage with.
Looking at four years of web search, online news coverage, and Twitter mentions, we uncover why this kids' TV show, grounded in family values, has drawn widespread curiosity. Observing how audiences engage with Bluey content across social platforms, we can see a significant pattern emerging.
Amidst the limelight, how has Bluey navigated scandals and pitfalls while holding to the public's high standards of family-friendly content? The power lies in understanding the needs, interests, and motivations of various community segments. Delving into these aspects, can help proactively sidestep the potential pitfalls encountered during brand reputation management and development, a lesson gleaned from Bluey's journey.
Strategic Balance: Bluey's PR Approach to Family Values Amidst Modern Critique
The program promotes education and emotional development through family-oriented activities, aligning with the brand image of family values in today’s world. However, some viewers have criticised the show for not representing a ‘“typical” modern family. As seen in the data above, some of the biggest blunders involve bullying, body shaming and whether it’s appropriate to mention sensitive issues around pregnancy, toilet talk, and men’s health concerns.
One specific incident being Chilli's decision to pursue a career instead of being a full-time stay-at-home mum which was deemed as mum-shaming by some. The lack of same-sex marriages represented in the show, and its soft approach to disability have also been topics of contention for the show.
Fans have raised concerns about body shaming and the topics of vasectomies,premature births, and miscarriages. Some episodes distributed to the US, UK and even Australia have required editing or complete cancellation altogether, like the episode where the family jokingly uses the term “ooga booga”. The Macquarie Dictionary defines its meaning as “A stereotypical rendering of what the speaker regards to be the language of those deemed by them to be African savages."
Gaining a profound comprehension of the audience and their values empowers brands to craft content that resonates, forming a robust bond with consumers. In an era where consumers readily scrutinise brands for authenticity, often challenging the sincerity of "purpose-driven communications”, this understanding becomes paramount. Such initiatives, without genuine action, risk being seen as mere gestures and unauthentic.
In the face of online scrutiny and media attention, as seen with Bluey's occasional controversies, upholding the essence of an authentic family environment stands as a pivotal commitment. However, a question lingers – does Bluey accurately perceive the nuances of authenticity within the context of a contemporary 21st-century audience?
What goes into the making of brand reputation? – Acknowledging your community
Utilising our sister company Pulsar's audience intelligence platform, we can effectively identify the most active viewer groups within a conversation, like family-oriented music fans within the Bluey topic, and better understand how they integrate or fragment. This knowledge allows for timely and strategic responses to viewer discussions that may impact reputation.
It's important to recognise that Bluey's audience extends beyond just kids; parents and childfree adults are also avid viewers. However, these diverse communities hold varying values and connections that significantly shape the brand's reputation. While Bluey's focus is evidently on family and parenting, it also traverses through themes of relationships, self-image, representation, and emotional intelligence.
The crux lies in how these distinct groups engage with Bluey's content and branding and then interpret and share their perspectives. This dynamic interaction places the reins of reputation management firmly in the hands (or paws) of the brand.
Among these communities, family-oriented fans resonate with Bluey's adventures, sparking discussions that delve into the complexities of parenting. Their connection with the authentic family portrayal is a pivotal element.
On the other side, American LGBTQ+ furries advocate for inclusion and authenticity without gender labels. Young Australian news enthusiasts align themselves with events impacting the show, especially those related to censorship. Meanwhile, the Gen Z segment of student Netflix obsessives enthusiastically binge on the latest TV trends, underscoring the importance of staying current with zeitgeist fandoms.
By comprehending the priorities and dialogues of these diverse groups - as is the case with Bluey - messaging and content can be crafted to uphold positive brand reputation management from the audience's vantage point.
Bluey's Intergenerational Appeal – knowing how your communities perceive you
In the realm of modern public relations, brands are under growing pressure to embrace societal issues and adopt a meaningful purpose. This expectation extends even to children's TV shows, adding a layer of viewer complexity to consider in messaging; the show's messaging has to take into account all viewer group perceptions. And this gets more complex as more groups are identified and their perceptions are categorised.
Although family is the most significant theme for all the viewers listed on the chart above, different communities have distinct priorities. Fans of family-oriented music tend to focus on themes related to learning and education, while younger groups, LGBTQIA+ artists, student Netflix obsessives, prioritise mental health themes. By observing the ‘thickness’ or strength of the connection between audience and theme, we can see how the narrative flows into different audience types.
This prompts a crucial consideration: Is it appropriate to introduce weighty mental health themes to young minds and influence their formative years? While this inquiry is pertinent, it's worth noting that some experts recommend that parents engage with such shows to gain valuable insights into these themes from a child's perspective.
On the other hand, some adults use the show to heal from their own past traumas. While younger generations feel a sense of pride and responsibility when watching it with their younger family members.
Understanding varying perspectives presents a challenge and often carries significant weight in strategic PR decision-making, but by using research, we can observe differences and overlaps among different groups. How different communities engage and share bluey content, highlights the varying ways content can spread, and take on new meaning.
Your reputation changes your brand but how do you respond? “I’m not taking advice from a cartoon dog” – Bandit, Bluey’s Dad (episode 24, season 2)
Although your community and stakeholders can influence your reputation, it's important to remain proactive. In today's digital age, brand values must be adaptable. For example, a scene from the "Exercise" episode was removed due to concerns from viewers, including single childless families, who felt that it could be viewed as fat-shaming and negatively impact viewers.
Additionally, an apology was issued after brand content was released that was seen by viewers as "mum-shaming" Chilli for not being able to spend as much time with her kids as a full-time stay-at-home mum. Viewers disagreed with the brand content's judgmental and outdated portrayal of family roles.
The Heelers aren’t perfect, and they’re not pretending to be
Converting reputation into numerical data makes it clearer and easier to understand and interpret as it's based on input from the communities that shape it. The challenge for Bluey's brand reputation management now is to accurately portray family life in today's social climate and respond to feedback from everyday viewers.
In our constantly evolving world, the standards for children's TV shows are shifting. A carefully planned reputation strategy is crucial for everyone impacted by fluctuating expectations. By analysing what your target stakeholders value and identifying how that’s projected onto your brand, we can measure what was previously unquantifiable.
Reach out to our team for advice on utilising research and monitoring solutions for their reputation management needs.
Keeping up with the Heelers – brand reputation management using insights
Drawing from the trajectory of Bluey, a children’s TV show that has captivated audiences across the globe, we delve into the realm of reputation management, unravelling the complexities that PR and communications professionals encounter in today’s dynamic landscape. In today’s digital era, where people can freely share their opinions about a brand anytime and anywhere, […]
