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Let’s see what sentiment analysis is and how you can do it yourself.
After taking a quick look at Google trends, we can see that sentiment analysis has become more and more popular over the past few years.

Google Trends shows how sentiment analysis becomes more and more popular
It happens that here, at Brand 24, sentiment analysis is one of the features our media monitoring tool offers and we are aware of this and that.

In this blog post, I will discuss:

What is sentiment analysis?
Who uses sentiment analysis?
How is emotion analyzed?
Sentence analysis challenges
How to analyze emotion yourself?
Why would you do this?
What is sentiment analysis?

There are a couple of definitions, this can be done by Wikipedia, by Brandwatch, Lexalytics or any other sentiment analysis provider. All in all, emotional analysis gets bogged down by one thing:

In simple terms, sentiment analysis is used to find the author’s attitude towards something. Sentence analysis tools classify pieces of writing as positive, neutral, or negative. Some instruments provide an emotion score that helps in the elevation of particular emotions.

Here is an example of a negative piece of writing because it hates.

An illustrative example of social mention from Brand24 analyzes emotion
What is an emotion score?
The sentiment score is a scaling system that reflects the emotional depth of emotions in a piece of text. It detects emotions and assigns them a special value, for example, from 0 to 10 – from the most negative to the most positive.

Why is sentiment analysis important?
First, emotion analysis saves time and effort because the process of emotion extraction is completely automated – it is the algorithm that analyzes emotion data and therefore human involvement is sparse.

Can you imagine browsing the web, searching for related texts, reading them and assessing the tone they make? Madness.

Secondly, emotion analysis is important because feelings and attitudes towards a subject can become an important part of useful information in many areas of business and research.

Thirdly, emotion analysis is becoming more and more popular these days as artificial intelligence, machine learning and natural language processing technologies.

Fourth, as technology evolves, sentiment analysis will also be more accessible and affordable for the public and small companies.

And finally, sentiment analysis tools are getting smarter with every day. The more they are fed up with data, the smarter and more accurate they become in emotion extraction.

What is sentiment analysis used for?

Sentence Analysis and Opinion Mining have many applications in e-commerce, marketing, advertising, politics and research. Let’s take a look at how these areas benefit from text analysis.

Brand reputation management

The Internet is where consumers talk about brands, products, services, share their experiences and recommendations. Social media, review sites, blogs and discussion forums are boiling over opinions that, if collected and analyzed, are a rich source of business information.

When it comes to brand reputation management, sentiment analysis can be used for brand reputation management to analyze web and social media opinions about a product, service, marketing campaign, or brand.

Online sentiment analysis helps in understanding brand reputation and its perception by consumers.

An illustrative example of social mention from Brand24 analyzes emotion
This is how businesses can discover consumer attitudes towards their products, services, marketing campaigns and brands expressed on discussion forums, review sites, news sites, blogs, Twitter, and other publicly available online sources.

This is important for several reasons:

Consumer opinion
Companies analyze sentiment to analyze customer opinions.

These days, consumers use social media to share both their positive and negative experiences with brands. Sentiment analysis tools show features that reveal super-positive pieces of content that show strength, as well as negative mentions, poor reviews, and problems that users write online.

An illustrative example of social mention from Brand24 analyzes emotion
Our amazing content manager, Chia, created a video that said analyzing the sentiment of your customer feedback shows you what your customers like and dislike about your company and products.

Some time ago UBER used social media monitoring and sentiment analysis tools to find out if users liked the new version of their app.

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