Sentiment describes the general tone of the article in terms of attitude or opinion which can be either positive, neutral, negative, or undefined.

Sentiment analysis helps you understand customers’ opinions and experiences across various channels.

Mediatoolkit gives you the option to analyze each mention with a positive, neutral, or negative sentiment.

The sentiment is located on the far left of the mention, in a green, red or grey dashed vertical line.

The color of the line depends on the sentiment:

  • If the sentiment is positive, the line is green, if negative, the line is red, and if neutral, the line is grey.

  • The undefined sentiment is set when a mention does not have enough relevant phrases to determine if it is positive, neutral, or negative.

You can filter your feed to show only mentions with positive, negative, neutral, or undefined sentiment. You can choose only one type of sentiment or multiple (e.g. only show positive and neutral sentiment). To choose the sentiment, simply check the desired boxes.

Please keep in mind that the tool can’t detect sarcasm or irony, for example, so the sentiment provided by the tool won’t be correct 100% of the time, but it will give you a general overview of the sentiment trend

To reach the sentiment statistics, click on the Reports tab, and there you can find charts showing Sentiment distribution, trendlines on positive, neutral, or negative Sentiment per day, and also bar charts showing data on Sentiment per query and Sentiment per source.   

Manually changing the sentiment

To manually change the sentiment of your mentions, check the boxes of mentions you want to select and choose the correct sentiment for them on the right side of the feed.

Also, you can use Automated Actions to automate the process of changing and assigning sentiment to mentions containing specific keywords.

Changing sentiment with Automated Actions

Rather than browsing through your mentions and manually changing the sentiment, the tool can automatically do it for you with the help of Automated Actions.

To find out more information on how to set sentiment with Automated Actions, see this video:

For more information about sentiment and sentiment analysis, check out our blog All You Need to Know About Brand Sentiment Analysis

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