Sentiment analysis
Sentiment analysis classifies news, reviews and posts about a brand as positive, negative or neutral, showing how reputation changes over time.
What it is for
Measuring the impact of a campaign or crisis, seeing which topics drive negative talk and comparing with competitors.
Limits
Automated tools misread irony, slang and context; important decisions need human checks on samples.
Frequently asked questions
Is a sentiment score enough?
No; where, how far and on what topic negative talk spreads matters more.