Understanding Sentiment Analysis

Jill Wilks • October 8, 2021

And how did that make you feel? Now social media platforms such as Facebook allow users to choose from various emotions to respond. You can show that you “care” or that something made you laugh with the “haha” option. You can even show your distaste with the “anger” button. How you decide to react to a post through a like action or even commenting can determine the overall sentiment of the post. Sentiment analysis, also known as opinion mining, is monitoring tone to determine if something is positive, negative, or neutral. 

Here are things you should know about sentiment analysis: 

Brand Reputation Management: All over the internet people are sharing their opinions through social media, blog posts, and reviews. Sentiment analysis can be used to monitor brand reputation through social media buzz about a product, service, brand, or even a marketing campaign. By understanding your customer’s opinions, you can make better and more informed decisions. 

Real-Time Analysis: Each minute is crucial during a crisis. You put out a statement and wait to see how people react. Sentiment analysis programs can help you immediately identify an angry comment or negative media hit, so you can take action right away.

Challenges: While sentiment analysis is useful, it is not without fault. The human language is so complex, therefore AI and algorithms can misconstrue sentiment. For example, a sentiment analysis program can’t pick up on irony or sarcasm.

At NP Strategy we offer sentiment analysis to determine the meaning behind the words spoken online and in the media. This allows us to properly prepare our clients for the next steps in media relations, digital and social media, as well as crisis management.

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