The document discusses tone and its importance in social media posts and engagement. It defines tone as how a message is conveyed through word choices and mood. There are two main tone types - emotional tones like joy and sadness, and language tones like analytical and tentative. Sentiment analysis relates to tone by analyzing opinions and emotions in data to understand the direction of conversations. Tone can show indifference while sentiment requires emotion. Understanding tones and their patterns can help users become more persuasive with followers on social media. Tone manipulation aims to deceive and control through influencing others, while persuasion intends to benefit all parties transparently.

1. TONE
DR. RAVI SINGH

2. TODAY WE WILL COVER
• WHY TONE MATTERS
• THE TWO TONE TYPES
• HOW SENTIMENT ANALYSIS RELATES TO TONE
• HOW THEY DIFFER
• TONE MANIPULATION
• TONE PERSSUASUON
• HOW THEY DIFFER
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3. WHY TONE MATTERS
• Tone is not just what someone says but how they say it. The voice is the personality and tones are how
it conveys a message to his or her peers. Tone refers to the use of words, or mood. Additionally, tone
articulates or implies an author’s emotional state.
• Understanding which type of tone to use and their patterns (tone intensity) on SMPs can help you
become more persuasive in your posts with followers.
• For instance, the tone of former U.K. iconic Prime Minister Margaret Thatcher often used in her
speeches is credited with bringing Britain back to its course, and for that reason, she was referred to as
the iron lady.
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4. THE TWO TONE TYPES
• Tones are classified into two groups:
• Emotional and Language.
• The Emotional Tones are:
• Joy
• Sadness
• Anger
• Fear
• The Language Tones are:
• analytical
• tentative
• confident
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5. HOW SENTIMENT ANALYSIS RELATES TO TONE
• Sentiment analysis refers to the mining of various sources of data for opinions process using text
analytics. Often, data gathered from the Internet and various SMPs are analyzed for sentiment. The
term sentiment is often commingled with tone, since it is referred to as an emotion or feeling, and
attitude or opinion.
• By understanding the sentiment in an engagement, the direction of the conversation can be seen.
Users produce a certain sentiment among followers, which can also serve as a tool to engage followers
to respond or act on the posted content. Followers react to the content of messages from leaders with
a particular sentiment that can be positive, negative, or neutral. Hence, sentiment can either be a
positive or negative mood depicted in an SMP post or social media engagement. Tracing sentiment is
crucial as it provides crucial context for how the leader should go on and respond to a text.
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6. HOW THEY DIFFER
• Tone and sentiment differ structurally.
• The sentiment is positive, negative, or neutral. If the tone is attitude toward a subject, then the mood is how
followers should feel as readers, or the emotion evoked.
• The tone may show more: a social media user’s indifference, objectivity, impartiality, or ambivalence, which can be
both positive and negative in addition, tone can reflect the overall sentiment of a message. Tone can be emotional
or emotionally neutral, but sentiment requires emotion.
• Tone also defines how a text translates across digital platforms.
• Tone represents the conversational human voice of a user speaking to followers and can, therefore, make a
company, brand, or social media user feel closer and more real to an audience, since they are directing. While
Sentiment informs a leader of the mood of his or her followers, so he or she can modify the tone, as needed.
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7. TONE PERSUASSION
• Six powerful influence and persuasion techniques relative to digital rhetoric are:
• reciprocity
• consistency and commitment
• social proof
• authority
• liking
• scarcity
• Culture, customs, and currency also play a significant role. Culture shows how these six principles can apply
to a group of people that follow a particular way of life, but the influence varies with the customs and
currency of that culture. Tone manipulation also affects persuasion and influence. Understanding the tones
and their patterns can aid users in becoming more persuasive.
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8. TONE MANIPULATION
• Manipulation refers to hiding one’s true intention about a matter to change another’s viewpoint.
• Tone manipulation occurs when a person uses her or his ability to influence another for personal
advantage and has a negative sentiment.
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9. HOW THEY DIFFER
• The difference between manipulation and persuasion is the intent, benefit, and outcome, to the
persuader and the transparency of the process. Manipulators usually have ill intentions, and to them,
the ends justify the means and the consequences of their actions are irrelevant. Manipulation is
persuasion intending to fool, contrive, and control another person.
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10. CONFIDENTIAL 2020 https://search.proquest.com/docview/2320973045

11. THANK YOU
DR. RAVI SINGH
#DRRAVI
#DRRAVISINGH