This document discusses the importance of sentiment analysis in social media for brands. It outlines three key steps: 1. Listening - Brands must use tools like MediaWave to listen to customer conversations in social media in real-time to gain customer insights. 2. Sentiment analysis - MediaWave performs sentiment analysis to determine if conversations have a positive, negative, or neutral tone to monitor brand reputation. This allows brands to address issues early. 3. Communication and interaction - With insights from steps 1-2, brands can respond appropriately to customers based on sentiment, resolving complaints to turn unhappy customers into satisfied ones. Taking these steps ensures customers feel heard and are likely to recommend the brand.

1. THE IMPORTANCE OF SENTIMENT IN
SOCIAL MEDIA FOR BRAND

2. If you want to buy a plasma TV, a mobile phone or a refrigerator, what would you do? If you want to buy a your child's milk,
school or vitamins, what would you do? If you want to plan a vacation out of town or overseas, where do you to look for
hotel and airfare information? Today many people would answer all the questions above by answering “by searching for
information on the internet or social media”. Some of them will ask questions or seek reference from their friends on twitter
and facebook, while and others will ask in discussion forums and read various relevant blogs. But almost everyone will
instantly "google" their way to find the information.
In the midst of the invasion of a wide range of products and information disclosure, customers have the flexibility to choose
carefully before making a purchase. Currently, it is not enough for them to just see the ads on TV, newspapers and bilboard
to make a decision prior to purchasing goods and services; they prefer believing the sharing of experiences and
recommendations from friends and relatives to believing advertisings from companies. We are in such era in which the
power to convey messages are not in the hands of company anymore, but shifts to the hands of customers.
Therefore, a customers’ disappointed voice or messages (having a negative tone) about our brand in social media can lead
to cancellation of potential customers in purchasing our products. Moreover, should the disappointment is left alone by the
company. Vice versa, a customers’ satisfied voice or messages (having a positive tone) about our brand will encourage
potential customers to purchase our products. Companies must address these conditions wisely and intelligently. They must
begin to be 'actively involved' in the conversation among customers. There are several steps that must be performed by the
company to be able to begin to be 'actively involved', namely:

3. Listening
This stage is the foundation of all brands’ activities in social media. The very rapid development of social media today causes brand’s to lose
control of communications to customers. But on the other hand social media gives incredible blessing to the brand, which is the ability to be able
to always listen to the voice of customers (customer insight). With this capability brand can run all its activities in accordance to the needs and
expectations of customers.
In the digital era, of course, we require "digital ears" to listen to customers‘ conversations. It is impossible to listen to it manually, all the
conversations on more than 40 million Facebook accounts, 7 million twitter accounts, 6 million blogs and hundreds of online forums and various
other digital medias. MediaWave is the first platform in Indonesia that can be the "digital ears" for the brand to always listen to the conversations
of customers in the digital media 24/7. Every time customers in Indonesia tweets, update their Facebook status, make a discussion on forums or
write on blogs, the MediaWave platform will capture them. Similarly, the online news updates and images uploading on the web as well as videos
on Youtube. With MediaWave, no customer voice is missed and you will get customer insight at all times, in real time.

4. Sentiment Analysis
Many measurements made in social media are based solely on quantitative aspects, for example, the number of mentions, the number of fans,
the number of followers, etc. Various quantitative parameters are important, but we also need to know the meaning of customer conversations in
social media. By knowing the meaning of the customer conversation we can measure customer perceptions of our brand. We can maintain our
brand presence in the digital realm by always keeping the customer's perception. We must ensure that the tone of the conversations customers
are more positive than negative.
MediaWave have a method for automatically determining the parameters in providing an assessment of the tone of conversation in social media
customers. All conversations are given meanings, whether positive, negative or neutral. And can be monitored online in real time by the brand. By
doing this, brand can always monitor its reputation in social media. Brand can detect early event of an unfavorable issue, before it develops in
viral, spreading on social media. So in an era of social media, it is the brand’s task to ensure that the number of positive sentiment is greater than
the negative sentiment because customer conversations in social media will become a reference for other customers.

5. Communication and Interaction
One of the greatest blessings of social media is the ability to communicate directly and in real time to customers. With MediaWave we can find
out who's talking and what was discussed, as well as the meaning of the conversation. So that brand can respond to everyone appropriately and
personally.
Brand can not communicate with everyone using the same language. The response to the positive tone of course differs from the response to the
negative tone. The response to the question will differ from the response to a complaint or protest. And in an era of social media customers need
quick and personal response from the brand. They will be disappointed to find their complaints responded the next day. On the other hand, a
disappointed customer can be turned into a satisfied customer should his complaint be immediately responded and resolved by the brand.

6. By doing these three steps, your company is ready to
compete in the era of social media. Customers will
be happy to use your product, because they realize
that their needs are always heard and taken as
considerations. And in the end they will be happy to
give you a good recommendation about your
company to their friends and relatives.
mediawave
Thank you