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Everything About Conducting a Social Media Sentiment Analysis 

This article provides everything you want to know about conducting a social media sentiment analysis.

Published on Jul 11, 2022

AI has been a hot topic in the business world for years now. But while many companies have made significant investments in AI, few have been able to use it to its full potential.

One of the key ways that businesses can make use of AI is through social media sentiment analysis. This involves using AI algorithms to analyze social media data and extract insights into how people feel about a specific topic.

There are several benefits to conducting a social media sentiment analysis. For one, it can help you understand how people feel about your brand or product. This information can be used to make marketing and product decisions.

This article will give you an overview of social media sentiment analysis, including how it works and what benefits it can provide.

What is Sentiment Analytics?

Sentiment analytics uses artificial intelligence (notably natural language processing) to analyze social media data and extract insights into how your customers or target audience feel about many different topics.

This type of analysis can be used to understand your prospect feels about your brand or product and make marketing and product decisions accordingly.

What is Social Media Sentiment Analysis?

Social media sentiment analysis uses AI algorithms to analyze social media data and extract insights into how one or more groups of people feel about a certain topic.

As the name suggests, social media sentiment analysis focuses on social media data. This data can come from a variety of sources, including Twitter, Facebook, blogs, and forums.

Social media sentiment analysis aims to analyze this data and extract insights that can be used to make marketing decisions.

According to a recent survey, more than 67% of customers now use social media sites like Twitter and Facebook to resolve problems.

This trend will only grow in the future, making social media sentiment analysis an increasingly important tool to determine the potential customer sentiment.

How to Build a Better Business through Sentiment Analysis

Companies that embrace social media and conduct regular social media sentiment analyses have a huge competitive advantage. Here’s how you can use this technique to build a better business:

Upsell and Cross-Sell

When you know what your customers think about your product, you can use this information to upsell and cross-sell other products.

This is because you will know what other products they are likely interested in and can make recommendations accordingly.

Improve Customer Service

Social media sentiment analysis can also be used to improve customer service.

This is because you can use it to identify customer service issues early and address them before they become a bigger problem.

Capture Audience Painpoints

Whether your landing page or Facebook ad, the prime motive should always be to target your audience’s pain points. And what’s a better way to do it than using their own words against them.

Conducting a social media sentiment analysis will help you understand the pain points of your target audience and allow you to create content that addresses these issues.

This, in turn, will help you improve your conversion rate and ROI.

Note: Do not forget to check the list of negative keywords now and then because you do not want to end up addressing the wrong pain point.

Monitor Brand Perception

As mentioned in the previous section, more than 67% of customers now use social media sites to resolve problems. This means that social media is now a key channel for monitoring and managing your brand perception.

If customer feels bad about your brand or business on social media, this can quickly lead to a decline in sales.

On the other hand, if you can use social media sentiment analysis to identify and address negative sentiment, you can quickly turn it around and improve your brand perception.

Conduct Comprehensive Competitive Analysis

This is impossible to grow your business without clearly understanding your competition.

Social media sentiment analysis can monitor your competition and understand how people feel about their products or services. If you have detailed insights into what your competition lacks and can fill this market gap, you can quickly gain a competitive advantage.

Without this, it’ll take unpredictable time and money to reach the top. SO why not save yourself the trouble and do it right from the start?

Understand Your Audience

This super amazing technique not only works after starting a business but also comes in handy while you are still starting one. Yes, you can use social media sentiment analysis to understand your target audience before launching your product or service.

This will give you a better understanding of what they are looking for and how you can position your product or service to meet their needs.

Sentiment Analysis Algorithm Types

There are three main techniques of sentiment analysis algorithms:

Supervised Learning

Sentiment analysis using supervised learning is the most frequent strategy. Before the classifier is trained, feature vectors are created from some training data. Each feature vector is labeled with the sentiment (positive, negative, or neutral) of the text it was created from.

This is a recurring process until the classifier can accurately predict the sentiment of new feature vectors. The advantage of this approach is that it can be used to analyze a wide range of text types.

Unsupervised Learning

No pre-defined feature vectors are employed in unsupervised learning, as in supervised learning. Instead, the entire training dataset is used to build the classifier.

Instead, machine learning models learn from data and generate features automatically using regression or cluster analysis.

The advantage of this approach is that it can be used with a much larger dataset than supervised learning, and there is no dependence on knowledge.


This technique analyzes a sentence’s tone based on a dictionary of words classified by emotion. After a sentiment rating has been assigned, it can be applied to new strings of text. The benefit of this approach is that it can be quickly implemented and requires no training data. However, it is often not as accurate as supervised or unsupervised learning.

How to Conduct a Social Media Sentiment Analysis

Monitor Your Mentions

This is the first and most crucial step in conducting a social media sentiment analysis. You need to clearly understand how people are talking about your brand or business on social media.

The best way to do this is to set up Google Alerts for your brand name, product names, and key executives. This will give you a real-time alert whenever someone mentions your brand or business online.

In addition, you should also be monitoring your social media platforms (Facebook, Twitter, Instagram, etc.) to see what people are saying about you. If you have the budget, you can also use any social media monitoring tool to help you track your online mentions.

Analyze the Sentiment in Your Mentions

Once you understand how people are talking about your brand or business, it’s time to start analyzing the sentiment in positive or negative mentions.

There are a few different ways to do this. You can use a free tool like Google Sheets or Excel to analyze the sentiment manually.

Or, if you have the budget, you can use a paid sentiment analysis tool like Brandwatch. These tools will give you a more accurate picture of your brand or business sentiment.

Categorize Your Mentions

After you’ve analyzed the sentiment in your mentions, it’s time to start categorizing them. This will help you understand what people are talking about when they mention your brand or business.

For example, you might want to categorize your mentions by topic (e.g., product, customer service, shipping, etc.) or by sentiment (positive, negative, or neutral).

Identify Your Most Influential Users

As you conduct your social media sentiment analysis, you should also identify your most influential users. These people have the most influence over how people perceive your brand or business.

There are a few different ways to identify these users.

One way is to look at your social media posts’ engagement (likes, comments, shares, etc.). The most engaged people with your content are likely to be your most influential users.

Another way to identify your most influential users is to look at the reach of their social media accounts. This is the number of people who see their tweets, posts, or updates. The bigger the reach, the more influential the user will likely be.


In order to make personalized marketing more effective, you might consider conducting a social media sentiment analysis. This will give you an idea of what people are saying online. You can use this information to improve your marketing strategy and connect with your target audience.

When conducting a social media sentiment analysis, there are a few things to keep in mind. First, you need to decide which platform you want to focus on. Then, you need to choose the right keywords. Once you have this information, you can start analyzing the data.

There are a few different ways to analyze social media sentiment. One method is to use sentiment analysis tools. These tools will help you to identify positive and negative sentiment. Another approach is to analyze the data manually. This can be time-consuming, but it will give you a more detailed understanding of the data.

No matter which method you choose, conducting a social sentiment analysis can be a helpful way to improve your marketing strategy. By understanding your brand sentiment, you can make changes to improve your customer relationships.

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