Benefits of social media sentiment analysis

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In this guide, we’ll break down the importance of social media sentiment analysis, how to conduct it and what it can do to transform your business.

What is social media sentiment analysis?
Social media sentiment analysis is the process of gathering and understanding customers’ perceptions of a product, service or brand. The analysis uses advanced algorithms and natural language processing (NLP) to evaluate the emotions behind social media interactions.

Research shows 70% of customer purchase decisions are based on emotional factors and only 30% on rational factors. By analyzing likes, comments, shares and mentions, brands can gain valuable insights into the emotional drivers that influence purchase decisions as well as brand loyalty. This helps ‌tailor marketing strategies, improve customer service and make better business decisions.

In other words, social media sentiment analysis gives you a background for your customers’ conversations and shows if your brand is getting good or bad attention. And if so, why?

Think of sentiment analysis as a subset of social christmas island b2b leads listening. While businesses should obviously monitor their mentions, sentiment analysis digs into the positive, negative and neutral emotions surrounding those mentions.

In the video below, hear examples of how you can use sentiment analysis to fuel business decisions and how to perform it.


Does your product give customers a sort of warm, fuzzy feeling? Are you meeting their expectations with your quality of service? Social sentiment analytics is an important tool for modern marketers. By understanding how your audience feels and reacts to your brand, you can improve customer engagement and direct interaction.

Here are some of the benefits of social media sentiment analysis:

Understand your audience
Your mentions, whether positive or negative, don’t happen in a vacuum. Rather than focusing on a one-off compliment or complaint, brands should look at the bigger picture of their audience’s feelings. For example, a flurry of praise is definitely a plus and should be picked up in social sentiment analytics.