Like it or not, emojis are here to stay. According to social analytics platform Talkwalker, emojis were in 13 percent more tweets in March 2018 compared to last year. Talkwalker reports, “emojis are a part of your consumers’ language, and whether you’re already using social media listening or not, it’s essential for you to use emoji analysis to fully understand what consumers are saying.”
Using emojis is more than just helping to connect with younger audiences, professionals can actually analyze emojis online to acquire insight on how to improve communication efforts. An article from PR Daily discussed how PR and marketing pros can use emojis to up their Twitter game.
- Unearth additional consumer mentions
In Talkwalker’s report, it noted that “pizza” was mentioned 70.2 million times on Twitter in the past 13 months. From this 70.2 million, 13.3 million used a pizza emoji and no mention of the actual word “pizza”. This meant that PR and marketing professionals who search pizza or the actual pizza emoji would find 18.9 percent more mentions on the subject.
- Evaluate the strength of your brand
Emojis can also demonstrate how strong your brand is when compared to competitors.
Consider the 83.5 million tweets about pizza (using keywords or just emojis). Talkwalker found that Pizza Hut, Domino’s Pizza and Papa John’s are the most-mentioned companies— but the latter receives 12.4 percent more emoji-only mentions than Domino’s. Collecting data around emoji use can help measure your organization’s ranks against the competition— and it can help you better interact with customers.
- Further understand customer sentiment
Sentiment analysis monitors how organizations’ reputations are faring online. Analyzing emojis can offer additional data and context to what organizations and professionals have already collected.
Talkwalker said that Netflix received more than 15 million negative mentions in the last 13 months, which represented 19 percent of the company’s sentiment overall.
For example, take the angry-face emoji. Tweets that include this emoji are likely to counted among an organization’s negative sentiment.