A Guide To Using Social Media Sentiment Analysis

Data plays a very important role in helping you make important brand decisions. You eagerly wait for the numbers to go up as a sign that you are developing traction among your audience. But are these numbers sufficient to establish the success of your brand? 

It is important to track social media KPIs, including engagement, reach, follower growth, and CTRs to inform your social media strategy. These metrics help you uncover important insights about your content. 

Besides tracking all your content, it is also important to monitor brand sentiment. In the process of achieving the desired level of ROI on your social media efforts, you often end up ignoring the qualitative aspects. 

In order to truly gauge the effectiveness of your brand and social media strategy, you need to capture audience sentiment. While measuring your presence on social media, you need to know how your audience really feels about your brand. One way to get started on this is by monitoring all audience conversations around your brand. 

When it comes to audience conversations around your brand, you need to look at brand tags as well as brand mentions. A Social Listening tool can help you monitor all mentions and audience conversations around your brand. Besides capturing the volume of audience conversations and brand mentions, with social listening, you can also dig deeper into the sentiment behind these conversations. 

In this blog, we will take you through the process of social media sentiment analysis. Further, we will help you understand how you can use sentiment analysis to capitalize on your social media presence. 

Social Media Sentiment Analysis 

Social media sentiment analysis is the measurement of the sentiment that is being portrayed around your brand. All brand mentions and conversations, typically wear a particular sentiment. It could be a positive, negative or neutral sentiment. 

The idea behind social media sentiment analysis is to capture the overall sentiment associated with your brand. So far, you have been measuring the total volume of mentions and conversations associated with your brand. 

With social media sentiment analysis, you can get a clearer picture. Social media sentiment analysis allows you to get a qualitative measurement of every mention and conversation. Every conversation around your brand unveils important insights that can directly feed into your overall business strategy. 

So, without much further ado, let’s dig deeper into how social media sentiment analysis can be helpful in directing your strategy. 

Importance Of Social Media Sentiment Analysis 

Every audience conversation has something valuable to offer and with the help of social media sentiment analysis, you can put every mention and conversation into context. Sentiment analysis gauges the emotion that your content and your brand are provoking. Let’s look at the different ways in which social media sentiment analysis can feed into your brand and social strategy. 

Capture Audience Painpoints

So far, you would look at your engagement levels and reach on social platforms to gauge the response to your content. With sentiment analysis, you can dig deeper into all the interactions associated with your content. 

In this way, social media sentiment analysis feeds directly into your social media strategy. Sentiment analysis classifies conversations into positive, negative and neutral. Based on this sentiment analysis, you can identify what drives your audience.

Monitor Brand Perception 

With social media sentiment analysis, you can monitor the overall sentiment associated with your brand. Being present on social is not going to cut the deal for your brand. You have to know what sentiment your brand is generating.

After all, your brand image can either help you expand your audience base or do the opposite. With access to the insights on your sentiment analysis, you are well equipped to steer conversations in favor of your brand. 

Steer Clear Of PR Crises 

Sentiment analysis divides conversations into positive, negative and neutral. Point out red flags by using sentiment analysis. In this sense, sentiment analysis can save you from PR crises and debacles. 

A social listening tool can signal towards any negative conversation (s). Identifying such negative conversations can help you prevent such conversations from turning into huge crises. It is easier to handle such a crisis-like situation before things get blown completely out of proportion. 

Communicate Effectively With Customers

Sentiment analysis can play an important role in helping you handle communications with your customers, as well.  In an ocean of conversations happening around your brand, social sentiment analysis comes in handy in identifying not just compliments, but complaints and feedback. 

Quickly spot complaints and queries to address them at the right time and create a delightful experience for your customers. 

Social Media Customer Service

How To Generate Social Media Sentiment Analysis

To get started with social media sentiment analysis, you need to employ a reliable Social Listening tool. Unbox Social offers a good Social Listening tool using which you can track overall audience sentiment for your brand.

In order to capture audience sentiment, first, you will have to build a keyword/hashtag query on the tool. You can take your brand name or other relevant keywords to monitor all brand mentions. 

Mention Tracking
The tool will then provide you with a summary of all the data on your keyword. 

Social Listening Tool

The tool listens to all the conversations around the said keyword and then provides you with an overview of all the data. From the total number of mentions and diversity of content formats to overall audience sentiment, Unbox Social helps you uncover all the important data.

The meter graph on the top right corner depicts the sentiment measured from all brand mentions. Using this data, you can gauge the overall brand sentiment and build a strategy that steers the conversations in the right direction. 

A positive audience sentiment implies that most brand mentions are in favor of your brand. The tool also depicts what percentage of conversations reflect a negative and/or neutral inclination. Building strategies based on these insights can help you anchor conversations towards a more positive sentiment. 

For this purpose, the tool allows you to dig deeper into top brand mentions and uncover the sentiment it generated. The Social Listening tool also supports you with other vital data including retweets, interactions, and favorites. 

Further, look into the Mention Score for all the top brand mentions. This key metric takes engagement levels, reach, retweets, and audience sentiment for a given brand mention. The Mention Score, thus provides you with a bigger picture for a given mention. 

Sentiment Analysis 

Keep an eye on all your positive, negative and neutral brand mentions by tracing conversations over a given time period. The tool monitors all brand mentions and provides you with the total number of positive, negative and neutral conversations. 

Here’s a graph depicting the total number of conversations for each sentiment over a period of 2 months. 

Social Listening Tools

Conduct social sentiment analysis on a regular basis to gauge audience sentiment and create a valuable brand and product experience for your audience. 


Tracking vital social media KPIs such as engagement, reach, follower growth, and CTRs is crucial for planning your social media strategy. Apart from tracking all your content, it is also important to monitor brand sentiment. Social media sentiment analysis helps you gain valuable insights into how your audience feels about your brand. With the help of a reliable Social Listening tool, you can derive the audience sentiment for your brand and generate actionable insights. 

So, start listening to your audience and generate sentiment analysis for your brand now.

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