What is automatic sentiment analysis?

Automatic sentiment analysis evaluates each mention captured by the Listen module and assigns it a sentiment of either positive, neutral, or negative.

Who uses the automatic sentiment analysis?

Users who have access to Listen and Measure can view and edit the sentiment on mentions. Non-users that receive email reports or share links of reports can view the sentiment on mentions.

How does the automatic sentiment analysis work?

Our sentiment, or tonality, tool is built around a data model, where the model has learned to interpret tonality by having processed a larger amount of data. We have different models for different languages. The model is a multi-class classification (with the classes positive, negative and neutral) where a binary classification has been used for each class.

Another way we collect sentiment is by getting answers about different tonalities, such as;

  • positive

  • love

  • desire

  • negative

  • hate

  • fear

  • violence

For these different types, we get different points for how positive or negative it is. Then, we interpret it - if the positive outweighs the negative, it becomes positive, and vice versa.

Please note, a mention that has a lot of emojis instead of text is more difficult to detect the sentiment. Text with a lot of words is easier to translate to positive or negative. If the sentiment can't be decided, it will be set as neutral.

All media types are analyzed for sentiment, but it works best on mentions with more text.

How to change the sentiment on a mention:

Step 1: Hover over the mention in the Listen feed or on a Measure report

Step 2: Click the Sentiment dropdown list

Step 3: Click the desired sentiment

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