· 2 min read
Social Media Listening of CBD Products
Turning social media discussions into actionable insights, helping CBD brands understand user sentiment and concerns.
Problem
As CBD products gained popularity, public discussions on platforms like Reddit and X (formerly Twitter) provided valuable yet unstructured insights into user experiences, benefits, and concerns. Cebedia, seeking to develop a product recommendation algorithm for CBD brands, recognized the need to analyze these discussions to identify trends in sentiment and user concerns. Without a structured approach, it was challenging to gather actionable insights to inform product recommendations and communication strategies.
Solution
A systematic approach was developed to extract and analyze insights from social media discussions, turning unstructured feedback into actionable data. This process helped identify user sentiment and key concerns to refine product recommendations. Key steps included:
Social Media Listening: Relevant discussions were monitored and collected using platform APIs, focusing on keywords and hashtags related to CBD brands, effectiveness, and usage methods.
Health Entity Recognition: Bio-medical NLP tools identified health-related terms, revealing user motivations for using CBD, such as managing anxiety or chronic pain.
Aspect-Based Sentiment Analysis: Sentiment analysis using a BERT model provided a detailed view of public opinion on specific aspects like effectiveness, side effects, and dosage.
Tools Used
- BERT: Enabled in-depth sentiment analysis of user discussions across multiple CBD-related aspects.
- Reddit & X APIs: Facilitated continuous data collection for social media listening.
- Bio-Medical NLP Tools: Helped identify and categorize health-related terms within user conversations.
Outcome
The analysis revealed that CBD is commonly discussed for managing mental health issues, particularly anxiety, with sublingual use being the most preferred method. Positive sentiment was found around product effectiveness, while concerns centered on side effects and dosage. These insights enabled Cebedia to refine its product recommendation algorithm, address user concerns, and enhance communication strategies for CBD brands. This project highlighted the value of social media listening as a tool for understanding public sentiment and strengthening market presence.
