Updated: Oct 1, 2020
Most of human communication is trying to figure out what the heck each other is thinking. And while hundreds of thousands of years of biological advancement haven’t aided us much in understanding each other, after just a few years of machine-learning technology and we’re already making progress.
Happy? Sad? Bored? Hungry? Sleepy? Scared?
Sentiment analysis, or social listening, is the practice of analyzing the reactions of users and customers to a product or service, typically on social media or other places online. Online reviews and posts aren’t always a black-and-white “I like/dislike this.” There’s a big gray area with varying degrees in between. Maybe a user likes the product on a whole but one particular feature gets in the way. Maybe the product is fine just not what what they were expecting.
Sentiment analysis usually involves data-collecting tools and algorithms to scour online responses to your brand and evaluate them. Again, this isn’t a new digital marketing trend, but new technology is making it more popular than ever before. Advances in natural language processing let computers understand the meanings behind what humans say online, including slang and emoji.