Cambridge Social Media Day (7th & 8th Nov): www.cambridgesocial.media/csm-day-2019/

Guest and Episode Links
Lenka Koppová
https://www.lenkakoppova.com/blog

@lenkakopp: https://twitter.com/lenkakopp
@lenkakopp: https://www.instagram.com/lenkakopp/
https://www.linkedin.com/in/lenkakoppova/
https://www.facebook.com/lenkakoppova90 

Books:
Rise of the Youpreneur – Chris Ducker: https://amzn.to/2Zuqtg9

Other Links:
Paralleldots.com: https://www.paralleldots.com/sentiment-analysis

Enjoy the Episode – Happy Marketing!

www.marketingstudylab.co.uk
https://www.linkedin.com/in/petersumpton/
https://www.facebook.com/groups/marketingstudylab/
https://twitter.com/cousinp81
(@cousinp81)

Intro

Sentiment analysis. No not the stuff the ends up at the bottom of a river (science facts). Sentiment analysis is a way to analyse social chatter about your brand. And we have a great link where you can try it out for yourself. But more of that later. 

Straight onto our guest this week – who is a freelance social media consultant based in Cambridge, UK, this part is important as Lenka Koppová, helps small, local businesses leverage the power of social media and I’m fascinated to understand how this all works, when we are all strapped for time, let alone running a small business as well as trying to drum up that all important social brand presence. Not only that, why is it so important for small (probably well known in the local area) businesses to have a social presence?

Lenka is the perfect person to provide this insight for us.

Not only does Lenka run local businesses social media, but she also runs a Social Media Conference, yep you guessed it, locally, in Cambridge. This year it’s being help on the 7th and 8th November so there is still time to get your tickets (link as ever, is in the show notes).

Takeaways

– Why should small businesses use social media in there Marketing? Lenka believes this can help to build relationships online as well as offline. Think about it, even though you might be local to a butcher, a baker or a… I’ll leave it there, the chances are you will consume some content online – opening hours, special offers etc, which helps build a reputation locally and this can be done on social.

– Time strapped businesses should also find the time to do this, but with efficiency. Have a plan, understand what you want to achieve and most important of all don’t procrastinate or fall down that rabbit hole – There is a HUGE difference between being on social and utilising it for business.

– And finally, Lenka doesn’t have a formal qualification. As she pointed out, there are so many different ways to learn. And this goes for any type of Marketing Qualification or job role. Reading blogs, listening to podcasts, YouTube, conferences, online training, the list goes on. Try using these for your own research and start to expand your own knowledge around a topic you’re passionate about.

Top Tip – Sentiment Analysis 

Were going to do a few things here. Firstly explain what sentiment analysis is, secondly what this actually means and finally why we may have to be careful with the results!

So firstly, what is sentiment analysis. Put simply it is a from of text analysis that allow us to workout whether the people we are trying to engage with are saying positive, negative or pretty neutral things about us as a company, our products or services. 

The science-y bit would tell us that it is a type of data-mining that measures opinion through NLP – Natural Language Processing, text analysis and computational linguistics. This is then analysed and reveals the contextual polarity of a subject, company, product or service.

So what could go wrong!?!?!

Well, Paralleldots.com (https://www.paralleldots.com/sentiment-analysis) has a neat little tool where you can test your own statements and what sentiment this creates (the link is in the show notes). The issue here is that the analysis finds it difficult to notice the nuances of some human emotions. For example, I typed:

That food was amazing. It even came with a free bug!

90.90% Positive.

Full disclosure, there was never a bug.

Try it for yourself and let me know your results.

Music Featured on this Podcast:
Sleepy in the Garde
Lobo Loco www.musikbrause.de
Creative Commons License