With social media growing so fast,it has snowballed into this enormous platform that holds conversations across regions. Now,within these conversations,there are feelings of audiences towards a certain page,group and of course,towards brands.

As a social media marketer,would you not like to discover what your audiences are feeling about your brand? Boost your brand presence? Pick up PR crisis a mile ahead before they even happen?

If yes,then it is time for you to embrace brand sentiment analysis on social media.

What is brand sentiment analysis?

It’s a process to understand an opinion about a given subject from written or spoken language, and categorizing them into three common groups. Positive,Negative &Neutral.

Now,you can do this manually,by reading through every single comment,message or review your page receives and then tagging them accordingly. But remember,as a Social Media Manager or Digital Marketing Manager,you are always chasing for time, and this method is extremely time-consuming. You may need to go through thousands or even millions of social media conversations to get your analysis done.

Or you can automate the whole process by letting smart machine and algorithm do the work for you. This way, not only do you get to analyze the sentiment of a marketing campaign effectively,but you also get to the sentiment analysis results of multiple brands. 

You can learn more on how to automate your brand sentiment analysis here.

Mechanism Behind Brand Sentiment Analysis

We’ve given you a simple chart to understand how brand sentiment analysis on social media is automated. Although there are deeper and more complex mechanisms at work,we wish not to overwhelm you with that information.

How Brand Sentiment Analysis Is Produced

Language Processing

Brands have followers from a multicultural background,and usually,the comment section is quite colourful with various languages,especially when the page covers a specific region. It is important for digital marketers to capture,and process these multi-lingual comments to actually understand what their audiences are saying and feel.

Text &Topic Analysis

What are they talking about? What campaign are they interested in? Which product or content is generating excitement within my audience? These are information that will help to strategize future campaigns. The algorithm also determines how many words there are in each comment, before deciding to categorize them into suitable categories.

Filtering Of Irrelevant Data

Sometimes the comment section gets overcrowded with unnecessary remarks,spams and irrelevant input,and this is why automated brand sentiment analysis helps. Imagine analyzing quintillion comments every month and spending countless hour going through them when you can focus on more productive tasks. With automated brand sentiment analysis on social media,you only pick the most relevant comments related to the post.

User Emotions Extraction

Every comment tells you what your audience is feeling. For example,if you see a comment that says:

‘Wow,this is an amazing video guys! It makes me want to try your product immediately.’ 

We can immediately know that the person who commented is excited and happy. But how do our algorithms detect user sentiment? First of all, they scan through each word and establish if the feelings the audience are conveying are positive,negative or neutral.


Why Brand Sentiment Analysis On Social Media Is Important?

Brand Monitoring

Primarily,this form of analysis is used by marketers as a tool for brand monitoring and management.

Sentiment analysis gives brands the edge to check how their audience, followers,customers or even news portals talk about their brand online and on social media. Brands can measure the number of negative and positive comments,feelings,opinions and other discussions generated by their audiences. Imagine it as a one-stop centre for your brand’s business intelligence.

PR Crisis Prevention &Management

Brand sentiment analysis helps you identify unhappy audiences,and allows your PR or Comms team to curb the negative review or bad comment from snowballing. Remember,bad news travels fast,but bad social media news travels even faster! With brand sentiment,you can quickly spot and respond to potential PR threats

Acquiring Competitive Analysis

Besides measuring the insights and sentiment towards your brand,you also get to measure the feelings and emotions that surround your competitor’s too. This helps your team to make better marketing decisions to stay on top.

Customer Feedback &Relationship

Another useful insights brands gain from utilizing sentiment analysis is to monitor and understand customer feedback. Now, why customer feedbacks are important? Their feedback mainly helps in assessing the effectiveness of your:

  • Product

  • Marketing campaign

  • Product launch

  • Services

The Difference Between Brand Sentiment Analysis & Brand Listening


We are always curious to know about what people say or think about us. Even more so in the business world. Brands are always keen to know what others are talking or thinking of their company and brand. Thanks to new,automated tools,brand sentiment analysis on social media is accessible to everyone.