Social sentiment reveals how people feel about your brand based on what they post on social media.
What is social sentiment?
Social sentiment refers to the emotional tone behind social media posts that mention your brand, product, or industry. It’s usually categorized as positive, negative, or neutral and gives businesses insight into public perception beyond just volume or reach.
This data is crucial because even a spike in mentions might be harmful if the tone behind them is mostly negative.
How to measure social sentiment
Measuring social sentiment requires tracking relevant posts and analyzing the language, emojis, and context of each one. Most brands use a combination of automated tools and human review to ensure accuracy. Here’s how the process typically works:
- Recolher menções nas redes sociais – Pull data from platforms like Instagram, X (Twitter), Facebook, and TikTok;
- Aplicar análise de sentimentos – Use natural language processing (NLP) to categorize each post as positive, neutral, or negative;
- Monitor trends over time – Identify spikes, declines, or shifts in tone around campaigns or crises;
- Take action – Respond to negative feedback, amplify positive mentions, and fine-tune messaging.
Utilizar EmbedSocial’s sentiment analysis e monitorização social da EmbedSocial tools, you can track brand mentions in real time, view sentiment breakdowns, and even track by hashtags or specific keywords to understand exactly what drives audience sentiment.
Why social sentiment matters
- Understand public perception – Go beyond numbers to gauge how people actually feel;
- Spot reputation risks early – Identify negative patterns before they escalate;
- Improve campaign messaging – Learn what language resonates (or doesn’t);
- Benchmark sentiment over time – Compare performance across campaigns or competitors.
Tracking social sentiment gives you a clearer picture of brand health—through the voice of your audience.
