Twitter Sentiment Analysis (Brand Monitoring)

Woman on Phone - Twitter Sentiment Analysis

I. Executive Summary

In January, Gillette released the Boys will be Boys advertisement, highlighting the brand’s stance on male toxicity. Just recently, they released Your First Shave is Special, showing a father teaching his transgender son how to shave.

Brands are increasingly taking a stance on social issues, which leads to mixed reactions from the public.

The purpose of this analysis is to measure the reaction to Gillette advertising on Twitter.


II. Sentiment Analysis for Marketing

Sentiment analysis is the process of analyzing text to determine the feeling or mood of the text.

In the context of marketing, sentiment analysis can be used to measure campaign opinion and tailor marketing messages.


III. Social Media Data

For this analysis, I’m using three popular Gillette hashtags, #GilletteAd#gillette, and #BoycottGillette. Using the Twitter API, I pulled a sample of tweets for each hashtag from May 24 – June 3.

Data Caveats

Only Twitter Data

This analysis only uses Twitter data. Integrating other social media data, such as Facebook and Instagram, would provide a more accurate overall sentiment.

Twitter API Limits

Due to Twitter API limits, I can only retrieve a certain amount of data at a time, which limits how much historical data we can analyze. I have a sample of tweets for three hashtags over approximately 10 days.


IV. Business Outcome

Analysis results for those who are not interested in the technical twitter sentiment analysis:

Sentiment analysis is a useful tool to analyze public reaction to social media advertising. Using sentiment over time analysis is helpful to gauge and react to public opinion as marketing continues over time. Additionally, identifying positive words from tweets can be used to tailor new social media marketing messages – retweeting positive signals.



IV. Technical Analysis


Overall Sentiment by Hashtag

There is an overall negative sentiment for #GilletteAd and #BoycottGillette over the past 10 days, with the #BoycottGillette hashtag having more negativity.

The #gillette hashtag has an overall positive sentiment.

Twitter Sentiment Analysis - Overall Sentiment by Gillette Hashtag


Hashtag Sentiment Over Time

Your First Shave is Special advertisement was released on May 23, 2019.

Below is a plot with each hashtag sentiment over time. The red circle depicts the date of the advertisement and the blue line represents changing sentiment. The farther the line is below 0, the more negative the sentiment, while the higher the line above 0, the more positive the sentiment.

(Gaps in the blue line means there is no data for those dates.)

Gillette Twitter Sentiment Analysis - Hashtag sentiment over time


Most common and negative words

Below are the most commonly used words by sentiment. Note that words can belong to multiple sentiment groups.

Twitter Sentiment Analysis - Most Used Words


Sentiment Frequency

Sentiment can be categorized beyond positive and negative. The plots below show how often words are used for of all sentiment groups.

Twitter Sentiment Analysis Details for BoycottGillette Hashtag
Twitter Sentiment Analysis Details for Gillette Hashtag
Twitter Sentiment Analysis Details for GilletteAd Hashtag


V. Conclusion

Sentiment analysis is a useful tool to analyze public reaction to social media marketing and advertising. Using sentiment over time analysis is helpful to gauge and react to public opinion as marketing continues over time. Additionally, identifying positive words from tweets can be used to tailor new social media marketing messages – retweeting positive signals.

Founder of Sure Optimize

Sure Optimize is a marketing agency that delivers a measurable impact through organic search and marketing analytics.

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