What is Sentiment Analysis?

Sentiment analysis definition: sentiment analysis is the process of interpreting a person’s attitude towards a brand, product or service.

Sentiment analysis is used as part of brand intelligence to understand whether a brand’s audience is sharing the correct – or desired –  message to other people.

It can be performed using methods such as:

• Customer feedback
• Monitoring mentions
• Social listening

Social listening is often considered to be the most effective method as people are more candid when communicating with their audience, and not the brand directly.

The results of the sentiment analysis can influence lots of marketing decisions, such as:

• Brand messaging
• Brand storytelling
• Brand safety
• Media mix
• Social media strategy

Popularity of the term Sentiment Analysis

Concept related to Sentiment Analysis

• Brand intelligence
• Brand knowledge
• Social listening

Additional resources about Sentiment Analysis

• Sentiment Analysis: Concept, Analysis and Applications
• Sentiment Analysis: The Only Guide You’ll Ever Need
• 5 Things You Need to Know about Sentiment Analysis and Classification