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Trending Hashtags: How to Reverse Negative Sentiment for Your Brand or Influencer
By: Meltwater
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On social networks such as Twitter and Instagram, the use of hashtags has increased explosively since 2012. Hashtags are used to follow conversations for trending topics, and in some cases can propel posts to become trending topics themselves.

Nowhere are trending topics more time sensitive than during events. For example, if you attend Outside Lands, an annual music festival in San Francisco, you might be interested in tracking conversations around the festival as they’re occurring. With a little research, you’ll notice that the official hashtag #outsidelands is predominantly picked up by brands associated with the event while an organic hashtag #osl2016 is what festival attendees use. Posts tagged with #osl2016 are hyper-relevant and current and brings you into the social conversations literally happening all around you—photos, insights, opinions—that you wouldn’t otherwise have access to.

Now, let’s say you’re with the PR agency helping to promote the event. Beyond your interest in the number of attendees using these hyper-relevant hashtags to discuss the festival, you can get a bird’s eye view of how this socially vocal and connected group feels about what’s going on around them. Sentiment is an assessment of these feelings based on the positive, negative, and neutral words being used in posts. This scoring system, based on an algorithm that uses natural language processing, acts as a barometer of general trends.

As studies have shown, language has a tendency to skew positive, and that includes brand mentions on social. Neutral sentiment can be thought of as the movable middle, which means that a spike in negative sentiment will pull neutral sentiment in its direction without affecting the amount of positive sentiment. But what do you do to reverse course?

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About the Author
This article was first published by Meltwater.com. A link to the original article follows the post. www.meltwater.com/blog
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