What is sentiment analysis?

Sentiment analysis is a language-processing technique used to determine the emotional tone and attitudes expressed in text, including in social media posts, customer reviews, and comments. It involves analyzing the language used within these texts to classify them as positive, negative, or neutral sentiments.

Sentiment analysis enables brands to gain insights into how their brand, products, or services are perceived by their audience. By monitoring sentiment across their various social media channels, for example, marketers can identify trends, track changes in consumer sentiment over time, and assess the impact of their marketing efforts.

Sentiment analysis also helps brands identify potential issues or areas for improvement. It can allow them to identify urgent customer feedback and respond to it promptly, and help enhance their brand reputation. Leveraging sentiment analysis allows brands to make data-driven decisions, tailor their messaging, and strengthen relationships with their audience by demonstrating responsiveness and empathy.