Marketers use images all the time – to wordlessly convey complex emotions in a single frame. Consumers also share images constantly – and if you can’t gain social media intelligence from their selfies and memes, you’re missing out on a lot. Our upcoming Olaf release will change that.
Not a thousand words – zero words
With 300 million active daily users on Instagram alone, it’s clear images are a huge social commodity. But why is the intent behind sharing images such a big deal? For starters, not all images are accompanied by text. Sometimes the whole point is that words can’t adequately convey the emotion or event, so it’s shared in image form. If your social media listening is all about text, these posts and users aren’t accounted for in your analytics.
Image posts can also be discounted if accompanying text doesn’t adequately reflect the topic you’re searching. If you’re looking for keywords like “love” and “happy place” in association with your brand name or competitors’, and the brand name part is only represented visually, these posts won’t be included in your data.
And yet, these social users could be some of your biggest fans!
What inspires someone to take and share a picture of your store-front or product if not serious love? These are consumers you definitely want to engage, but without text that correlates with your brand or topic, there’s no way to spot these images.
At least there hasn’t been until now. Get ready to enjoy that much more consumer love.
What’s love got to do with it?
In the famous Tina Turner song, love may be a “second-hand emotion” – but in social analytics it’s everything. Understanding where consumer sentiment falls in the range of positive to negative, and how intensely those emotions are felt, reveals a lot you can put into play.
Negative emotions indicate potential problems – whether customer service issues needing resolution, or reputational threats gathering support from social media trolls. In either case, the ability to recognize these issues in real-time is crucial to getting out in front of them before disaster strikes.
Positive emotions are just as important to recognize since consumers displaying major enthusiasm for your brand are your potential influencers. You need to know who they are, what they want, and how to communicate with them so you can put them to work when you’ve got a big campaign ready to launch.
Understanding consumer sentiment on social is a key metric in monitoring overall brand health.
I see what you’re saying
Staying on top of consumer emotions means surfacing text for keyword phrases offering obvious indications of love or hate – and being sure your analytics tools can account for sarcasm and slang within said text. But it’s not just about text.
This quest for love has to include emojis as well – since they’re a huge way social users share emotion beyond text. Including emojis in social data was the first step toward visual listening – and now Olaf continues that pace forward with ability to recognize brand logos in images.
The possibilities are exciting – to find an entire audience of potential brand advocates you never knew were there, and to monitor brand health from a new angle. Visual listening expands your reach that much more, while giving you a major competitive edge.
Our newest update, named for the movie Frozen’s adorable snowman, Olaf, is one more way we’re keeping our customers at the forefront of social monitoring technology. Reach out to join the Olaf beta test if you just can’t wait!
Image from Theme Park Tourist