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Planable is the best client-facing social media tool we've ever used and we've used a lot.
Social CRM is your ticket to high-quality real-time engagement with customers, on the platforms where they already hang out. You'll get solid data on behavior and sentiment with unprecedented granularity. Social CRM tools empower sales and marketing teams to deliver a...
Jun 26, 2025
You have your approval process down and you can track reach, clicks, and comments, but you still can’t read minds. And lately, it feels like that’s exactly what social media success requires. Social media sentiment analysis is what can take you one step closer.
Sentiment analysis helps you understand how people feel about your brand, not just how loud they are. “Data-driven” has become a buzzword so powerful we stopped paying attention to the emotional tone of it all, and that’s a no-go.
This guide breaks down what social media sentiment analysis is, why it matters, and how to use it to understand your audience and evaluate your brand health. Let’s get into it!
According to our in-house social media manager, George Danaila, sentiment in social media is:
Social media sentiment is basically how people feel when they talk about your brand online. It’s not just what people are saying about your brand, it’s how they’re saying it. Are they hyped? Frustrated? Just meh? As a content strategist, I see sentiment analysis as the difference between guessing your audience’s mood and actually knowing it. And that insight? It’s gold for building a brand that truly resonates.
Social media sentiment analysis is the process of analyzing online conversations and the emotional tone behind them, be it positive, negative, or neutral. It gives valuable insights into a brand’s reputation and how people react to your content.
Put simply, sentiment analysis is about how online users feel about your brand or campaign. It’s not just what they’re saying but how they say it. Think of it as a bit of eavesdropping online to gain a competitive edge.
Some say social media managers must read minds to be good at their jobs. Frankly, all we need to do is listen closely enough.
So, instead of minds, we read sentiment analysis. Social sentiment analysis helps you identify trends, gauge your brand perception, and walk a mile in your customers’ shoes. Just what a solid strategy needs.
Here’s how performing sentiment analysis can help your business:
Everything we do as brands, we do for the audience. Sentiment analysis helps marketers understand their audience deeper than engagement metrics.
Sentiment is bigger than likes and shares. It goes through unfiltered customer feedback and helps you make sense of it.
You can identify pain points, spot common requests, and improve customer service based on what people are actually saying.
Engagement metrics are not totally useless, of course. You still get a decent sense of your customer sentiment through likes, comments, and DMs.
But what about people who don’t follow you? Or what if you’re reading your engagement data… wrong?
Here’s how Joe Glover the co-founder of The Marketing Meetup is answering these questions:
Numbers are handy — they give you clues. But sentiment gives you meaning. You can get loads of likes and still be totally off-track.
Sentiment analysis helps you go beyond your bubble. By tracking overall sentiment, you can find new audiences and untapped markets.
Listening to social media conversations outside your follower base can also uncover potential blind spots.
These insights are super helpful when you’re laying out a new path or fine-tuning your existing strategies.
Sentiment analysis is key to maintaining a positive brand image. We can’t control what people say about our brands online. However, we can regain control over the narrative if we react in time.
Tracking brand sentiment in real time helps you catch problems before they spiral. Some sentiment analysis tools also offer real-time alerts that flag issues as they emerge.
Many PR crises — like a flopped Volkswagen’s April Fools’ rebrand joke — could’ve been prevented or contained if brands had listened to online conversations.
Volkswagen’s “Voltswagen” stunt sparked buzz and confusion, showing how bold moves can blur lines between marketing and messaging.
If you keep an eye on your social media sentiment, you can respond before things snowball.
Whether the sentiment is positive or negative, it’s always a source of knowledge. It tells you what’s working, what’s missing, and where your audience wants to take the conversation.
Negative sentiment isn’t a threat — it’s a prompt for action. When you listen, respond, and make real changes based on feedback, people notice. Every improvement you implement shows you listen to your audience. And when people feel heard, they stick around.
The more dialogue you build, the more trust and loyalty you earn.
Customer opinions matter, not just for today’s campaigns, but for what’s next. Sentiment analysis gives you meaningful insights into how your brand, products, and messaging are landing.
This data drives your strategy to make sure you get that market fit.
You can spot emerging trends early, catch weak spots, and adjust your strategy before issues grow. Keep your finger on the brand’s pulse to stay one step ahead.
Sentiment analysis is a very powerful tool in marketers’ hands. However, it’s not without its flaws.
Sentiment analysis models have multiple limitations, from technical capabilities to scalability issues. When going opinion-mining on social media, here are a couple of limitations to keep in mind:
Words don’t live in a vacuum. “Sick” can mean awesome or gross, depending on who says it and where. Is someone complaining about your product or replying to a meme in your comment section? Context matters, and sentiment analysis tools don’t always get it right.
Even human moderators can misread tone without full context, especially when we’re talking slang. And though natural language processing has come a long way, machines still have a hard time assessing context correctly.
Sentiment tools scan keywords but don’t always understand the negative feedback behind positive or neutral words.
So, for example, take this totally positive feedback: “Wow, amazing update. Absolutely love the bugs.”
To a sentiment tool, “amazing” and “love” sound great. But a human sees the eye roll from a mile away. Sarcasm detection is improving, but it’s still a weak spot for most sentiment models.
If your audience is global, you’re dealing with different languages, slang, and cultural norms.
Some sentiment analysis tools struggle to analyze the emotional tone across languages accurately. This is especially true if local expressions don’t translate cleanly (and they never do).
For example, in Brazilian Portuguese, “legal” means cool or nice. But in some other languages, including European Portuguese, “legal” just means legal — as in law-related.
In this case, a positive sentiment can be logged as a neutral mention. Bummer.
Machine learning techniques are evolving every day, but language complexity is still a somewhat tricky territory.
Sentiment analysis works best with lots of data, but that data needs to be relevant and clean. Unstructured data from a handful of comments won’t give you a clear picture of customer feedback.
At the same time, large volumes of irrelevant chatter (bots, spam, unrelated replies) can skew your results.
Sentiment analysis tools usually have some filters in place to help you separate the wheat from the chaff. But it’s still a solid challenge to completely cut through the noise.
Whether you’re a solo social media manager or a part of a bigger team, social media sentiment analysis is key to understanding your customers’ hearts and minds.
Not sure where to start? Start with this step-by-step guide to sentiment analysis:
Before you start listening, decide why you’re analyzing sentiment now. Is it to:
Clear goals help you filter the noise and focus on the emotional sentiment that matters to your team. Goals also define the social media platforms and techniques you’re going to use.
Not every social media platform matters equally in your marketing strategy. Focus your social listening on the channels where your audience is most active and talkative when it comes to your brand or products.
That could be X, Instagram, Reddit, YouTube, or even TikTok comments. If you’re managing various social media platforms, prioritize the ones with the most volume or relevance.
For any social media sentiment analysis, you need data. Use a social listening tool (or platform-native search) to pull in brand mentions, hashtags, DMs, and replies.
Pro tip: Don’t just track your brand name. Include common misspellings, product names, and key competitors. You can also curate a list of keywords that go with your brand or product to track them in context.
Pro tip 2: Some more complex social listening tools combine monitoring and sentiment analysis in one bundle to process data faster. Opt for one of those if you want to cut corners and put your sentiment analysis system to work at this stage.
Speaking of data, sentiment tracking generates quite a lot of it, and raw data can get messy.
So, before you dive into social media sentiment analysis, remove spam, irrelevant messages, and bot traffic. Delete duplicates and cluster your data by campaign, audience segment, or topic.
Many social listening tools allow you to filter through your social media mentions to ensure only relevant conversations are in. Some require manual setup (like creating a quite clever boolean search), and others use artificial intelligence to organize the data.
Some social listening tools have built-in sentiment analysis features. In this case, you are most likely to see the sentiment score as soon as relevant social media posts are processed.
If your listening platform doesn’t score sentiment or you gathered data manually, you’ll need an extra solution like a sentiment analysis API.
Dorien Morin shares a sentiment analysis hack for smaller teams on a budget:
Pay for a subscription to ChatGPT or Gemini. Then feed that AI social media comments, ad responses, reviews, emails, customer service recommendations, survey responses, and your own communication documents such as emails, ads, social posts. Have AI decipher the relationship between what you say and what your audience reacts to.
The tool (or ChatGPT, in the example above) will tag content based on the sentiment expressed:
Note that with new engagement features in Planable, you can automatically sorts comments within Negative, Questions, and Positive tabs. This way you can address questions or negative comments fast.
Sentiment analysis systems aren’t perfect. Keywords alone can’t fully catch the tone, sarcasm, or context of customer sentiment.
That’s why some edge cases cry for human review. Skim through user-generated content that was flagged as neutral or mixed. Are there posts that sound positive but actually mock your brand? Double-check anything high-impact, like influencer mentions or viral replies.
Joe Glover says you can even go so far as to ask what this comment means:
If a comment feels off, I click through to the person’s profile and read it in the context of how they normally speak. When in doubt, I just ask, “Hey, I’m just checking — did we miss the mark here?”
A manual check on major mentions helps you avoid misreads that could throw off your content strategy. It’s not nosy to check someone’s profile when it’s about customer satisfaction.
Now it’s time to dig into the why and share it with the team.
Look for patterns like:
In your report, group mentions by theme to spot what’s driving the changes in customer engagement. Highlight key quotes and takeaways, and match sentiment trends to business goals.
For example, a steady drop in positive sentiment during a free trial period could point to onboarding issues. This flags a need for better user guidance or product tweaks, giving you the direction for the next step.
Real-time sentiment dashboards help brands analyze how audiences feel and adjust strategies based on online reactions.
The point of analyzing sentiment is to respond, not just monitor. Sentiment analysis gives you all the cards to start acting on your findings.
Maybe your audience hated the tone of your last ad. Maybe they’re loving a new product feature you barely promoted. Maybe they didn’t even notice stuff you thought would be ground-breaking.
Of course, you don’t need to act on everything that’s being said about your brand online. But if you see clear trends in your sentiment analysis, make sure to start implementing changes step-by-step.
Use what you’ve learned to improve brand messaging, rethink campaign angles, or flag customer service gaps.
Getting sentiment data is step one. Knowing how to use it to grow brand loyalty or improve engagement? That’s a whole other deal.
Here are 4 pro tips on how to turn raw sentiment analysis reports into smart decisions:
You might love that campaign. Your team might have spent weeks on it. But if the social media sentiment says it flopped, it flopped.
Take Pepsi’s ad with Kendall Jenner (that flopped so bad it got its own Wikipedia page).
Pepsi’s ad with Kendall Jenner sparked backlash for trivializing protests, becoming a case study in tone-deaf marketing.
The campaign was designed to position the brand as socially aware and supportive of youth activism. Internally, it probably felt timely, bold, and emotionally resonant. It also probably cost a pretty penny.
But online, it landed as tone-deaf and out of touch. It was heavily criticized for oversimplifying serious social justice movements. What looked powerful in a boardroom completely missed the mark with the audience.
The goal of sentiment analysis is not to defend your work but to learn the true impact of your campaign or brand. You are not your audience, and that distance, buffed with sentiment data, helps you see things clearly.
Social media is full of noise. That’s why, for sentiment analysis, you need to focus on quality signals.
As Joe Glover says, “Volume doesn’t equal sentiment.” Tons of shares on your video or a spike in comments don’t always mean a win. People might be angry, confused, or trolling instead of supporting.
On the flip side, silence doesn’t always mean people aren’t interested. Your quietest followers might be your most loyal.
So make sure to look into comment tone, themes, and recurrent feedback to evaluate what people are actually saying, not just how loud they are.
Sometimes, stakeholders won’t take sentiment data seriously. They’ll go with gut feelings, their competitor’s style, or just personal taste.
That’s where your job gets real. You have to prove that sentiment analysis works and that it will give your brand a competitive edge.
Dorien Morin believes sentiment analysis is a game-changer for future social media marketing:
Sentiment analysis will help you stand out in the age of AI. While everyone else is using AI to create their content, you can outsmart, outthink, and outhuman those bots by using them for strategic thinking!
When presenting your case to stakeholders, back it up with valuable data. Use actual quotes, charts, and trends from your sentiment report. Compare audience reactions before and after a campaign to get a solid buy-in.
I’m all for positive reinforcement and well-deserved pats on the back. But breakthroughs often come from negative feedback, not compliments.
Negative comments show you what’s not working. They highlight cracks in your social media content strategy, product, or user experience. Or sometimes, they give you a whole new brand identity.
Ryanair is a solid example of turning negative sentiment into a brand signature trait. The airline has never had a spotless reputation: customers regularly complain about hidden fees, seating chaos, and strict policies.
Instead of going silent or defensive, Ryanair went with the flow. They made the criticism part of their brand personality, responding with snark, memes, and bold humor.
Ryanair leans into criticism with humor, turning negative feedback into a viral branding strategy.
Was it risky? For sure. But this risk paid off and earned them a more loyal following. By embracing the negativity, they found a tone that stuck.
And while it stings to read a mean comment on social platforms, treating it as a learning opportunity, not a disaster, gives you the upper hand. (Thanks for coming to my TED talk.)
Why did the chicken cross the road? To find out it’s needed someplace else.
When KFC ran out of chicken in the UK, it was a monstrous calamity online. The chicken crisis led to over two-thirds of KFC outlets being closed and, of course, thousands of angry comments on social media. What is a chicken restaurant without chicken, a McDonald’s?
KFC owned the mistake. They took out a full-page ad with their logo rearranged to “FCK” and a short, honest apology:
KFC embraced a crisis with humor, using a clever apology ad to address public backlash and rebuild trust.
People loved it. And KFC proved that not all negative sentiment is bad.
After what could’ve been a PR disaster, KFC actually… grew? The net positive sentiment of KFC went from -17% during the chicken crisis in February to +31% by the end of the year. The brand perception online bounced even faster than that — in 2 months, it was back to pre-crisis numbers.
But this was not the end.
Seeing the positive brand sentiment for the FCK campaign, KFC took it a step further. After the initial fire was put down, KFC launched a whole video ad revolving around the chicken shortage.
The tension of “Where the heck is the chicken?” was so real even Colonel Sanders had to make an appearance for the first time in 40 years.
Public sentiment was overwhelmingly positive. YouGov even named the KFC comeback ad the ad of the month with growing ad awareness and purchase consideration.
Not bad for a company that had to close 750 out of 900 outlets because they ran into logistic doomsday, right?
Social media sentiment analysis helps you gain valuable insights, go beyond numbers, and understand how your audience feels. It shows the emotional tone behind likes, comments, and shares, giving you a better understanding of your audience and real context.
In a crowded social media space, this is how you stand out. People value brands that get them, listen, and act on what they say.
Make sentiment analysis part of your social media strategy and start building a stronger, more connected brand!
Content marketer with a background in journalism; digital nomad, and tech geek. In love with blogs, storytelling, strategies, and old-school Instagram. If it can be written, I probably wrote it.
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