How does your customer sentiment on Twitter compare to your competitors? And do you need to
invest in your social media team to improve this?
After using Alteryx to extract tweets referencing some specified retailer names, we used a machine learning algorithm to assess the sentiment of each tweet. The resulting dashboard enables us to compare the sentiment for each retailer as well as track how sentiment changes over time.
The benefits delivered by this dashboard include:
Benchmarking sentiment against competitors, which could indicate whether more investment in the social media team is required
Early identification of issues, shown by a drop in the sentiment trend, allowing for a quick response by the social media or PR department
The trend in sentiment can be cross-referenced with marketing initiatives to quantify their impact on engagement, helping to optimise future marketing