If, as a brand, you are trying to create a niche online presence for your products and services, social listening is a strategic omnichannel CRM tool that can prove to be immensely beneficial for you. 

Through its comprehensive dashboards and easy charts, Konnect Insights’ unified platform simplifies social listening, online reputation management, social CRM and analytics, surveys, crisis management, etc., for you.

But this unified platform also offers another crucial feature that enables you to make the most out of the collected conversation data – classification. 

What is classification?

Think of this example: you have a massive collection of data that potentially has all the information you need. However, there’s one catch – it is not segregated into useful categories. Will it make any sense to you?

By classifying the conversation data into logical categories, you can make it actionable.

For example, you can classify your data based on your service offerings, dealerships, or franchisees, or simply your product features. Classification is incredibly flexible and 100% customizable as per your needs. Once you’ve created a classification structure, you can go ahead and classify the data manually. Or, the classification tool can do it for you automatically. 

You can keep it broad or go as granular as you’d like. Essentially, this classification will provide you with the ability to gain valuable insights into the areas of your business that are doing well and the areas that require more focus. It achieves this outcome by using analytics ranging from gauging customer segments and their sentiments regarding various aspects of your brand to a detailed, media-wise breakdown of conversations about each category and sub-category. 

But why is classification important?

While creating marketing strategies for your business, it is crucial to understand the impact of your brand. Your impact is not limited to the quantifiable business parameters involving sales and revenue. It goes way beyond into the seemingly unquantifiable realms of customer sentiments.

With the right tools in your arsenal, you can create a better understanding of how existing and potential customers view your brand and products. Here’s how classification can help:

1. It filters out unnecessary noise

The overwhelming amount of data collected by social listening tools often tends to have a lot of unnecessary noise. In such a scenario, the classification of conversations around your brand and products can help you extract useful information by filtering out unwanted chatter.

2. It is sentiment-focused

The classification feature is highly customizable: users can define the sentiments in which they are interested.

For example, once the data from the conversations on various social media platforms is collected, the engine extracts sentiments based on the structure of the sentences and classifies them into four broad categories. These include:

• ‘POSITIVE’: praises, good reviews, etc.
• ‘NEGATIVE’: criticism, dissatisfaction, etc.
• ‘NEUTRAL’: conversations having neither good nor bad sentiment, but display different sentiments such as surprise or requests, etc.
• ‘NO SENTIMENT’: true in the case of advertisements, etc.

Users can then choose to focus on various sentiments to determine what is working in favor of the brand and what they can do to convert the negative sentiments into positive ones.

3. It can be effective for in-depth research

Artificial intelligence and deep machine learning capabilities have significantly advanced. These techniques may become effective tools for market analysis and in-depth research into aspects of the consumer psyche that were previously inaccessible to businesses. This can unearth the specific aspects of the products and services that your customers are interested in and help you understand the underlying reasons for their sentiments.

You can then use the valuable information thus collected to create better products. You can also streamline the kinks in your customer service and delivery. This is how you can create an intensely customer-centric, sensitive, and interactive brand. 

4. It can provide contextual information

To extract actionable insights from the haystack of information, it is important to filter the information based on context.

For example, if you run an e-commerce business, timely delivery of products is a key aspect of your business. Therefore, segregating data related to delayed deliveries, damaged products, missing bills, etc., is crucial. This can be achieved using intelligent algorithms. These can apply relevant filters to a particular set of data to arrive at all the messages that closely match the context of the input concept.

Conclusion 

Social listening and monitoring present huge potential – akin to an iceberg. By not combining classification features with social media monitoring and listening tactics, you will only gain access to what’s above the surface, while completely ignoring the 90% of the iceberg hidden underwater. 

Tap into the plethora of potential opportunities presented by social listening with Konnect Insights. Get in touch with us for a demo of our product offerings today!

Tags: Brand strategy, Brand's impact, branding, Classification, Monitoring, Sentiment Analysis