For Further Research (Individual) Sentiment analysis is an approach to evaluating the degree of positive or negative commentary for a brand by analyzing comments posted by consumers on social media, online forums, and other discussion websites. This is done through an automated computer process, but for this activity you will need to review one social media platform for your brand (i.e., Facebook, Twitter, or even YouTube) and assess the degree of positive or negative commentary (using some form of market research scale) for the brand by looking at around 50 recent comments.

Given your manual summary of sentiment analysis, how helpful do you think this form of analysis would be to a firm? How easy is it to assess comments on a scale of positive to negative, or are some comments too ambiguous? Would it be worthwhile to combine this analysis with a review of the current marketing activities of the firm or its competitors?