In the previous issue, uMax Data introduced the four fundamental charts for social listening: the volume trend chart, media exposure distribution chart, sentiment analysis chart, and word cloud.

These charts represent some of the most widely used social listening features in the industry. While they allow users to promptly track trends and key discussion points online, they are specifically designed forthe departmental decision-maker level, including improving weaknesses, formulating strategies, market analysis, etc.，We need more valuable information to assist decision-makers in making accurate judgments, which makes textual analysis of data essential.

 

Deeper and more detailed than social listening

Text analysis can be described as a "plug-in upgrade" for various charts. Leveraging big data technology and machine learning, it first identifies unknown patterns of online opinions from massive datasets, then employs human-defined directions for in-depth exploration and analytical categories. Through a human-machine collaborative approach—enhanced by AI assistance and professional human judgment—it significantly improves the capability to process vast amounts of data and extract value.

Below, let’s explore how text analysis can elevate the four major types of charts.

1.ToObserving trends to understand shifts in market focus

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The "Volume Trend Chart" introduced in the previous issue helps PR and marketing departments monitor the online discussion volume and exposure rate of products, thereby assessing the effectiveness of promotional efforts.

However, simply observing the fluctuations in the volume line makes it difficult to understand what netizens are actually discussing behind the rise and fall in conversations—whether it aligns with the company's promotional direction—thus hindering different departments from adjusting marketing strategies based on the current situation.

After incorporating text analysis，We can uncover more insights from the same trend chart. The volume trend chart only shows the peak on November 16th, but through text analysis, decision-makers will discoverthatdiscussions on "health" saw a sharp increase that day, forming the peak of the month's conversations.。

Using the upgraded trend chart, decision-makers canobserving the shift in market focus helps identify which aspects netizens care about most and whether the discussion aligns with brand promotion goals.，help them quickly adjust market strategies.

Additionally, it is also easy to observe from the chart thatUnusual data fluctuations，For instance, the typically low-profile "environmental protection" issue suddenly surged significantly on the 18th. Such abrupt spikes often indicate the spread of negative news or information. With the aid of chart alerts, decision-makers can expedite their crisis response efficiency.

 

2.From an active platform to formulating strategies tailored for media

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UsingThe source distribution chart helps identify the main origins of online posts on specific topics, pinpoint the social platforms with the highest discussion volume，and provides opportunities to reach more potential customers.

The source may be the same, but audiences vary across platforms,with different focuses and preferences.，Even if you know Facebook has the most heated discussions, it's hard to understand what netizens are talking about or tailor targeted promotions accordingly.

Through text analysis, the distinct focus areas of each platform become evident beyond just their volume of discourse. Facebook and news platforms prioritize discussions on health and taste, while Instagram and forums concentrate predominantly on flavor. In contrast, Twitter and YouTube show a higher proportion of conversations centered around environmental issues compared to other platforms.

Understanding the preferences of platform users helps marketing departments tailor promotional strategies for different platforms. For instance, taste-related content may resonate more on Instagram and forums compared to Twitter and YouTube, achieving precise and effective marketing.

3. From sentiment analysis to identifying product weaknesses

Sentiment analysis helps brands identify negative voices, but manual review of each post is still required to pinpoint exactly what netizens are dissatisfied with.

By incorporating text analysis on top of sentiment analysis, the issue can be identified at a glance.。

The chart illustrates the sentiment analysis of replies regarding different discussion topics. It shows that "price" has the highest proportion of negative sentiment, making it the most negative aspect compared to other topics, reflecting general dissatisfaction among netizens towards pricing. Following closely is "taste," with nearly half of the opinions classified as negative.

On the other hand, plant-based meat clearly holds advantages in terms of"health" and "environmental friendliness,"，with over half of the discussions in these areas being assessed as positive. However, there is also around 30% negative sentiment, which could become a potential risk factor in the future.which could become a potential risk factor in the future.

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We provide precise data, AI Tools and Innovative Solutions!

uMax Data Technology Limited, founded in Hong Kong in 2016, is an innovative technology company driven by artificial intelligence and data. uMax Data offers a variety of SaaS products and solutions, including Social Intelligence Platform (SIP), on-premises AI server, social listening and online alert systems, all-in-one intelligent research and event management platform, AI search engines, social intelligent customer service platforms, AI Agents and chatbots, brand public opinion insights, social media risk management, and multimodal data processing and digital upgrading solutions. These are collectively known as "Social Intelligence." These products not only enhance enterprise productivity and efficiency but also help businesses make more informed decisions.

Want to analyze customer opinions through online discussions? Understand what netizens are thinking? Emailinfo@umaxdata.com immediately to request related case studies and insight reports.