External conversations: sentiment

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7. External conversations: number
External parties (customers, consumers, stakeholders) talk about organizations and do this mainly about positive and negative experiences. Our research has shown that organizations currently do not respond to this enough . This concerns experiences with the product or service, but also experiences with customer service. In addition, external conversations often increase when an organization is in the news and action groups, for example, can have a major influence on this.

Within this part of the SMC model, we look at how many external conversations take place and analyze what the topics of these conversations are. There are various ways to increase the number of external conversations. For example, think of facilitating conversations, offering the right content and optimizing the customer experience. Whether organizations do this and how they approach this, we analyze in axis 9: conversation management .


We measure, just like with internal lithuania phone data conversations, the sentiment of external conversations. We distinguish between different types of messages, so that we do not include the sentiment of complaints in the sentiment of messages about product experiences, for example. Finally, we make an overall assessment of the sentiment of the external conversations.

social media sentimentThe sentiment of external conversations is mainly influenced by the customer experience. This is created when consumers use a product/service and at moments when there is contact with the organization. For example, when a customer is present in the store, has contact with customer service, encounters the product with friends/family or when the consumer comes into contact with a commercial message.

9. Conversation Management
A company can influence the amount of conversations and their sentiment. In addition, the content of the conversations can be used for product innovations and improving business processes, for example. The extent to which these or similar activities are carried out shows how seriously an organization uses this part of social media marketing.

Conversation management can be assessed on the following topics, among others.