Social media changed the internet and it changed business. It’s a goldmine of insights into customer opinions, preferences, and behaviors. 

💡 Read Sentiment Analysis 101: Everything You Need to Know

For marketers and product managers, understanding people’s sentiments around a product launch can mean the difference between success and a flop. 

This guide walks you through the ins and outs of measuring social media sentiment, providing actionable steps to leverage this valuable data.

What is Social Media Sentiment Analysis?

Social media sentiment analysis is the process of determining whether people’s opinions about your brand, product, or service are positive, negative, or neutral. It’s like having your finger on the pulse of public opinion, providing invaluable feedback that can inform marketing strategies, product development, and customer service.

Imagine you’re launching a new line of sneakers. Social media sentiment analysis can tell you whether people are excited about the design, concerned about the price, or indifferent altogether. Knowing if your potential customers have a positive or negative sentiment can guide your marketing messaging, pricing adjustments, or even product redesigns.

Types of Social Media Sentiment Analysis

There are three main approaches to social media sentiment analysis:

  1. Manual analysis: This involves reading and categorizing individual posts or comments. It’s time-consuming but provides nuanced insights into the reasons behind sentiment.
  2. Rule-based systems: These use predefined rules (e.g., keywords, phrases) to classify sentiment. They’re efficient but can miss subtle nuances.
  3. Machine learning-based analysis: This uses natural language processing (NPL) algorithms and artificial intelligence to learn from large datasets and classify sentiment more accurately. It’s the most sophisticated and automated approach but requires technical expertise.

Each method has pros and cons, and the best choice for you will depend on your resources and the level of detail you need.

It’s not just that you can measure sentiment in different ways. It’s also true that you can go to different depths depending on your particular goal. This gives rise to different levels of sentiment analysis, ranging from the more general to the more granular:

Level 1: Capturing general sentiment

We can capture general sentiment through social listening, that is, tracking brand mentions across social media platforms (looking out for positive or negative mentions). 

At this level, you only get a general idea of whether people are happy or not with your brand and can set a baseline for your product launch.

Level 2: Tracking sentiment by topics and keywords

This level is more useful for product launches as it gives you a more granular view of the launch.

Determ topic summary

At this level, you track social mentions of specific keywords or topics (such as the new product you’re launching, its unique features, price, etc.).

Level 3: Quantitative cause and effect analysis

This is the deepest level of sentiment analysis, where you apply statistics and data analysis techniques to find probable causes behind negative sentiment, allowing you to tackle them head-on.

Pre-made analytics dashboard

Why perform social media sentiment analysis for product launches?

Measuring social media sentiment for product launches provides several key benefits:

  • Gauge customer reactions: Understand how your target audience feels about your product. Are they excited, disappointed, or indifferent?
  • Identify potential issues early on: Quickly spot negative mentions and address issues before they escalate into crises.
  • Make data-driven improvements: Use sentiment data to inform product enhancements, marketing campaigns, and customer service strategies.
  • Track your brand reputation: Track how your brand is perceived over time and identify areas for improvement.

Analyzing sentiment data: An example

As you can see, analyzing sentiment data is crucial for measuring the success of product launches. It allows businesses to gauge the volume of mentions and the context in which their products are discussed.

A prime example of this is the launch of the Abound, an electric cargo bike by Aventon. Upon its release, Aventon saw significant engagement on its Instagram post, accompanied by hundreds of nationwide mentions from customers, retailers, and electric bike reviewers.

Example of successfully measuring social media sentiment for product launches: Launch of the Aventon Abound electric cargo bike
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The hashtag #aventonabound appeared in over 130 posts and dozens of other hashtags, illustrating a strong social media presence. 

Companies like Aventon can deeply analyze the sentiment behind ‌comments and posts by measuring the volume of mentions across such tags. This enables them to understand how people express their views and experiences related to the product, providing insights critical for future marketing strategies and product enhancements.

Running a Social Media Sentiment Analysis in 3 Steps

We’ve covered what sentiment analysis is and why it matters for product launches. 

The question is, how do you do it? Let’s break down the process of conducting a social media sentiment analysis.

Step #1. Monitor your mentions

Start by identifying the social media platforms where your audience is most active. Then, use social listening tools like Determ to track mentions of your brand, product name, or relevant hashtags.

Starbucks brand monitoring
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This will give you a comprehensive view of the conversation surrounding your product launch.

Step #2. Analyze the sentiment in your mentions

Once you’ve collected your mentions, it’s time to analyze the sentiment behind them. This can be done manually, using rule-based systems, or through machine learning-based analysis.

Determ sentiment analysis tools

Sentiment analysis tools can help you categorize mentions as positive, negative, or neutral, saving you time and effort. Some tools even offer more granular analysis, identifying emotions like joy, anger, or surprise.

Step #3. Calculate your social sentiment score

Aggregate your sentiment data to create a social sentiment score. This score will give you a snapshot of overall sentiment towards your product launch. Track this score over time to monitor changes and identify trends.

By following these three steps and leveraging the powerful features of tools like Determ, you can gain valuable insights into how your product launch is being received by your target audience.

Best social media sentiment analysis tools

The right tools can make or break your sentiment analysis process. Here are a few top contenders:


Determ brand monitoring tool

Determ is a comprehensive, award-winning PR and media monitoring and analysis platform that offers advanced sentiment analysis capabilities, real-time tracking, customizable dashboards, and competitive analysis features.

Its user-friendly interface and powerful features make it an excellent choice for businesses of all sizes.

Hootsuite Insights

Using Hootsuite Insights to measure social media sentiment for product launches
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Hootsuite is a comprehensive social media management platform that offers robust sentiment analysis capabilities. It allows you to track sentiment across multiple platforms (FB, IG, X, etc.), monitor specific keywords or hashtags, and generate reports to visualize trends over time.

Hootsuite’s comprehensive approach makes it an excellent choice for businesses that want an all-in-one solution for social media management and sentiment analysis.


Using Semrush social listening tool to measure social media sentiment for product launches
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Semrush is primarily known for its SEO and competitive analysis tools, but it also offers powerful social media tracking and sentiment analysis features. 

Its Brand Monitoring tool allows you to track mentions of your brand across various social platforms and analyze the sentiment behind them.

Semrush’s strength lies in its ability to compare your brand’s sentiment against your competitors, giving you a competitive edge.

Integrating social media sentiment analysis into business strategy

Social media sentiment analysis isn’t just about collecting data; it’s about using that data to drive informed decisions and improve your business outcomes. Here’s how:

  • Product development: Identify areas where your product can be improved based on customer feedback.
  • Marketing campaigns: Tailor your messaging to resonate with your target audience’s sentiments.
  • Customer service: Address negative feedback promptly and proactively to improve overall customer satisfaction.
  • Brand strategy: Monitor your brand reputation and identify opportunities to strengthen your brand image.

By integrating social media sentiment analysis into your overall business strategy, you can create a feedback loop that continuously informs and improves your decision-making process.

Tips and tricks to improve your social media sentiment analysis

To refine your social media sentiment analysis and gain even deeper insights, consider these tips:

  • Use filters: Filter your mentions by keywords, date range, or sentiment to focus your analysis on specific areas of interest.
  • Set up alerts: Create alerts for specific keywords or phrases to be notified immediately when relevant mentions occur.
  • Combine manual and automated approaches: While automated tools are efficient, manual analysis can provide valuable context and nuance.
  • Track sentiment over time: Analyze sentiment trends to identify patterns and changes in customer opinions over time and adapt your strategies accordingly.
  • Leverage dashboards: Social listening tools like Hootsuite Insights allow you to visualize sentiment data in customizable dashboards, making it easier to track progress and identify actionable insights.
twitter analytics dashboard

Social media sentiment analysis of your competitors

Don’t limit your sentiment analysis to your own brand. Including sentiment in your competitive analysis framework can provide valuable insights into market trends, customer preferences, and potential areas for differentiation.

By understanding how your competitors are perceived on social media, you can identify opportunities to position your brand more effectively, address unmet customer needs, leverage localization, and differentiate your product or service from the competition.

From sentiment to strategy‌ — ‌turning insights into action

Social media sentiment analysis is a powerful tool for understanding your customers and driving business success. By monitoring, analyzing, and acting on sentiment data, you can:

  • Strengthen your brand reputation
  • Improve product development
  • Refine marketing campaigns
  • Enhance customer service

Using the right software tools like Determ can help you turn sentiment data into actionable strategies for your product launch. You can accomplish this by creating customizable dashboards that track key metrics, visualize trends, and provide insights for optimization.

Remember, social media sentiment analysis is an ongoing process. By continuously monitoring sentiment and adapting your strategies accordingly, you can stay ahead of the curve and ensure that your brand remains relevant and appealing to your target audience.

Ready to unlock the power of social media sentiment analysis? Try Determ today and discover how it can transform your marketing strategy.

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