University of Cambridge
The University of Cambridge has a high potential reach, meaning that organically posts and content could reach a large audience and encourage more students. We have explored some of the peaks and troughs in positive and negative sentiment to build a story for the brand. This information can be used to create highly-engaging campaigns and get involved with online conversations.
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 Cambridge. We used the keywords “The University of Cambridge”, “Cambridge University”, “Cambridge Uni”, and official social media handles to listen to what people were saying online. 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 the 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 Cambridge Positive Sentiment
A Tweet from a verified account contributed to one of the positive peaks. There are many levels of influencer, but Carol Vorderman is considered a mid-tier influencer. Carol Tweeted, “A huge day in our family. My daughter Katie @KKing_5 handed in her PhD thesis today at Cambridge University. She’s been helping to invent a new cancer drug delivery system so that the drug ONLY and specifically goes to the tumour using NANOTECHNOLOGY”. This Tweet brings excellent brand awareness for the University of Cambridge. This is because it showcases the potential of the University. This is also a great example of user-generated content. Sometimes it’s easy to miss a lot of the conversations happening online, especially when you are a more important brand. Using the tools that we do, we can see the entire picture and how it impacts the brand in question. When you see positive content such as this, it could be repurposed into a blog, social, or website content.
The University of Cambridge Negative Sentiment
How Negative Content Impacts The University of Cambridge
The University of Cambridge is mentioned in the article “Prof Sir Stephen O’Rahilly, from the University of Cambridge, said: “The amount of weight loss achieved is greater than that seen with any licensed anti-obesity drug.” Because of the mention, the University of Cambridge has been viewed negatively. This is despite the negative feelings not being toward the University itself. Moreover, the article is evidence that trending news and articles can quickly tarnish a brands reputation. To combat this, we recommend looking at the conversations online and stepping in to provide more information. Consequently, stepping in when a trending topic could work wonders for your brand awareness. For example, you could write a blog on a trending topic, which would open up your audience to more people and encourage them to listen to your authority. It’s also key to note that news articles tend to have a higher reach/longevity in comparison to Social Media content that is always changing and depending on individual algorithms. This being said, news articles are a fantastic way to boost brand awareness.
Key Takeaways for the University of Cambridge
It’s possible to get involved in the conversations online. You can understand 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!