Museum in the Park
The graph explained
The above graph portrays the changes in sentiment over time. Sentiment describes the feelings of users online towards content posted by Corinium Museum. We used the keywords “Corinium Museum”, and official social media handles to listen to online people. The technology we use is clever enough to understand the difference between ‘sick’ meaning unwell or ‘sick’ meaning great. This information can be used to build better campaigns, intervene in a crisis and monitor the trends happening within the industry amongst competitor tracking.
One of the contributions to a positive peak was an article written by the Wilts and Gloucestershire Standard. This article details “Cirencester’s Corinium Museum awarded £2,000 funding”. It is easier to track the conversations surrounding your brand on social media platforms; however, sometimes articles and blogs may slip under the radar, which is a real shame as they are excellent content sources for blogs, emails, and social media. This article, written by a “trustworthy source”, enhances brand awareness and intrigues readers who may not have previously known about Corinium Museum.
On the other hand, one of the negative troughs derived from a tweet which confused users on Twitter. The tweet itself said “
“It’s What am I? Wednesday! What is this item in our collections?” and included an image for users to guess what it was. Although the content itself wasn’t necessarily negative, and certainly did not mention Corinium Museum in a bad way, the museum was mentioned in the comments by the author and many confused and frustrated individuals resided in the comments. This example shows how quickly a brand could be tarnished by posts and comments online, and the importance of tracking it to ensure that it doesn’t evolve into a crisis. In this case, if Corinum Museum were tracking sentiment, they could have publically responded to the tweet saying they didn’t know what the item was either and use it as a chance to promote the museum.
Furthermore, by tracking sentiment you can see the shifts in content and remain up-to-date with how sentiment is changing on content related to your brand. Additionally, brand health reports can contribute to content created by the brand. For example, if Corinium Museum wanted to ensure there constant visibility online, tracking emerging trends is key so that Corinium Museum can see opportunities to interact and engage in trending conversations. On the other hand, emerging crises can be monitored which enable Corinium Museum to stay on top of what environmental disasters people are talking about and influence this where necessary. And if for any reason whereby Corinium Museum suffered a reputation crisis they could intervene early in order to reduce the harmful effects.