How are you feeling today?
We’ve penned many a /Scribe post about sentiment and the importance of making people feel.
You see, emotion is the beating heart of social media. Without it you have indifference, and believe us, nobody wants that.
Trump is the perfect example of emotion in action. He was able to stay front of mind throughout the entire election by polarising opinion online and making people feel.
Sure, Clinton might have had a Snapchat account, but her online campaign lacked emotion. Trump, on the other hand, caused great controversy using only 140 characters or less.
As a result, his audience felt compelled to speak out – they engaged.
To showcase this, the ever-talented Jake Thompson has created a presidential-themed infographic that depicts the sentiment around 55 million Trump-related Tweets.
Each emoji represents 234,000 post-inauguration Tweets, which have been ordered by Joy (17%), Sadness (23%), Disgust (27%), Anger (5%), Surprise (1%) and Fear (27%).
100 days of Trump: creating the infographic
“I reached out to Rob Sullivan (our in-house data analyst) to see whether he could pull some stats from Crimson Hexagon [a social listening tool] that I could then visualise,” says Jake.
“Using this data, which comprised of 135m analysed Tweets (minus the 80m showing neutral sentiment), I was able to assign each emotion (Joy, Anger, Disgust, Sadness, Surprise and Fear) a design element.”
The view from the public
“What shocked me most was the volume of Tweets which were labelled with ‘Fear’. It paints quite a literal picture of the public’s feelings towards Trump and his bold political decisions of late,” says Jake.
“The simplified version of the infographic shows how the overwhelming majority of Twitter users regard Trump in a negative light.”
So, what does it all mean?
Jake’s latest project highlights the level of technology that’s currently available to social media marketers.
Sentiment can give brands a deeper and more meaningful insight into their audiences, while highlighting how people feel in real-time.
From a perception point of view, sentiment can help marketers and key decision makers to align their brand strategy in a way that boosts positive sentiment.
Moreover, this new-found insight has also had a profound impact on content creation itself.
Why? It’s simple. Knowing how an audience feels about a particular post can help brands to make informed decisions about the type of content they promote.
Want to find out more about how we make people feel? Email our New Business team or fill in the contact form at the bottom of the page.
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