University of Bath
The University of Bath holds a very positive sentiment. This is excellent for obtaining engagements online and organically spreading brand awareness. We have researched the mentions of the University of Bath and how the public portrays the brand. This is to help the university understand where they stand next to competitors and build a robust strategy to encourage the sign-ups of students year on year.
The above graph shows the changes in positive and negative sentiment over the length of 12 months, dating from December 2020 to December 2021.
The graph explained
The above graph portrays the changes in sentiment over time. Sentiment describes users’ feelings online towards content posted by The University of Bath. We used the keywords “The University of Bath”, “Bath University”, “Bath Uni”, and official social media handles to listen to what people were saying online. Consequently, the technology we use is clever enough to understand the difference between ‘sick’ meaning unwell and ‘sick’ meaning great. Therefore, this information can be used to build better campaigns, intervene in a crisis and monitor trends.
The time series graph shows the NET sentiment from -100 to 100. -100 represents the highest amount of NET negative sentiment, while 100 represents the highest amount of positive NET sentiment. NET sentiment = (#positive posts – #negative posts) / (#positive posts + #negative posts).
The University of Bath Positive Sentiment
Firstly, one of the positive peaks was contributed to by an article written by the Swindon Advertiser. The University of Bath mentions, “The University of Bath and a social mobility charity aim to widen participation in higher education from underrepresented and disadvantaged young people in Swindon.” Content such as this, written by widely-known sources, widens the reach of the University of Bath. In addition it enhances the good word that is spreading. The platforms we use to monitor the conversations surrounding your brand, include video, blog, forums, social media and more. With this, you can get involved in the conversation, take the available content, and repurpose it. Moreover, knowing which content is popular with the public The University of Bath can now tweak the strategy to curate more content. We would suggest writing more about student participation in events, clubs, groups, etc.
The University of Bath Negative Sentiment
Furthermore, opinions changes all the time, depending on customer experience and content put out by brands. In this case a Tweet: “Students arriving at the University of Bath have been given a different coloured wristband on club nights if they are double jabbed, or have immunity… those who can only show a negative lateral flow test enter through a different queue” #NoVaccinePassports” had changed the public’s opinion on the University. This Tweet highlights just how easy it is for a crises to break out. We recommend looking at the changes in opinion over time. We recommend publically responding to content like this to show aothers that the University will be working towards a better solution.
It’s possible to get involved in the conversations online. Start understanding what your audience like and dislike with the help of reputation reviews. If you would like a more in-depth review, that looks at your competitors get in touch!