Tag Archives: #lrnsm #sentimentanalysis

Social Media Monitoring: Chapter 18



Listening to your audience has become an apparent and important part of any company. It is essential to understand your audience in order to meet their needs and desires. However, how do you understand your audience when there are so many outlets in which they communicate across? With the rise of social media such as Twitter and Facebook it can be difficult to track exactly how consumers are feeling. Thus, social media monitoring has become a fast growing trend specifically, sentiment analysis.

As Smith (2012) explains, sentiment analysis is an excellent way to, “attempt to deduce how somebody feels about a particular person, topic, issue or organization based on what they say” (p. 159).  I believe that major advantage of a company using sentiment analysis is to determine how their brand or products are being viewed. This can help them to make positive changes and take into account what their consumers want. It amazes me how social media software is able to find references to a product or company along with be able to understand how people feel about that company or product.

The process of this social media software called sentiment analysis can be quit complex using algorithms to understand which words are considered positive and negative. One major company that uses sentiment analysis to understand consumers needs is Starbucks.


Starbucks is mentioned in nearly ten tweets every second! Crazy right? Even with that amazing number of tweets Starbucks is able to locate and find every customer complaint in which they make it a point to respond. Sentiment analysis can be used as an effective way to stay a step ahead of competitors. As seen with Starbucks it can provide a way for companies to improve their products based off consumers need and wants. Remember listening to your audience is the key to success. 


Information obtained from:


Smith, A. “Social Media Monitoring.” Share This: The Social Media Handbook for PR Professionals. Chichester: John Wiley & Sons, 2012. p.159 . Print.