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Sentiment Analysis & Reputation

For companies, gauging public sentiment can be a daunting task. How can businesses decipher the multifaceted emotions of their customers? Enter sentiment analysis, a powerful tool to dissect and understand public feelings and opinions.

What is Sentiment Analysis?

Sentiment analysis, often referred to as opinion mining or emotion AI, is the process of computationally identifying and categorizing opinions expressed in a piece of text, especially to determine whether the writer’s attitude towards a particular topic, product, or service is positive, negative, or neutral. It’s not just about gauging reactions; it’s about understanding them in-depth.

Measuring Sentiment: The Different Methods

The methods to measure sentiment range from manual, labor-intensive approaches to fully automated systems powered by advanced technologies. Here are some of the most common methods:

  1. Natural Language Processing (NLP): Perhaps the most popular method, NLP involves teaching machines to analyze human language. It uses algorithms to identify and extract opinions from written text. This method has gained traction due to its ability to process vast amounts of data quickly, although it can sometimes struggle with understanding context or sarcasm.
  2. Text Analysis: This approach uses specific text-based metrics to gauge sentiment. For example, a text analysis might count the number of positive or negative words in a given content piece.
  3. Emoji Analysis: With the rise of social media, emojis have become a form of communication. Some tools have begun to analyze the sentiment of emojis, given that they often convey emotions.
  4. Keyword Analysis: This method identifies specific keywords that frequently appear in conjunction with positive or negative sentiments.
  5. Hybrid Systems: These are systems that combine manual human analysis with automated methods, aiming to capitalize on the strengths of both.

Tools for Brands to Monitor Sentiment

A wide variety of tools, both paid and free, are available to brands looking to monitor sentiment. Some of the most popular tools include:

  1. Brandwatch: This is a leading social listening tool that offers sentiment analysis as a part of its package, helping brands keep a finger on the pulse of their audience’s feelings.
  2. Awario: This tool analyzes mentions from social media platforms and the web, determining whether they’re positive, negative, or neutral.
  3. Lexalytics: A powerful tool that employs NLP and machine learning to interpret the sentiment and themes of textual content.
  4. RapidMiner: A data science platform that provides a range of machine learning algorithms to carry out sentiment analysis.
  5. MonkeyLearn: An AI platform that allows users to create, train, and implement text analysis.

Sentiment analysis provides invaluable insights into how the public perceives a brand or product. In a world where opinions are formed rapidly and shared widely, sentiment analysis is a vital tool for any brand looking to maintain a positive public image. From understanding customer reviews to monitoring social media chatter, the applications of sentiment analysis are as varied as they are essential. In the age of information, it’s no longer enough to just hear your customers; understanding them is the key.

Our Experience with Custom Sentiment Tool Development

Reputation X hired AI automation company to develop our custom sentiment analysis tool. built the tool to analyze headline and article sentiment using the Google Cloud Natural Language API. The Google Cloud API breaks the text into sentences and analyzes text sentiment on a sentence-by-sentence basis. The Google Cloud API is based on NLP (natural language processing) and Google’s BERT (Bi-directional encoder representation from transformers). built it using JavaScript and PHP for insertion into our WordPress-based site as a custom block for flexibility. Development of our custom tool took about two weeks and it works perfectly.

Resources on Sentiment Analysis

Resources on Sentiment

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