Sentiment analysis
Judging whether what people say about a brand online is positive, negative or neutral, usually with software.
Counting mentions says how much people talk about you; sentiment says how they feel. Social listening tools read posts and comments and score the mood, so a spike in negative mentions stands out quickly.
Automated sentiment struggles with sarcasm and slang, so it's best used to spot changes and point you to the posts worth reading yourself.
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