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Sentiment analysis is the examining, measuring and analyzing of feelings, opinions and attitudes towards something or someone as presented online via text, video and other means of communication. These communications can fall into three broad categories: positive, neutral or negative. You will likely want to have a predominantly positive sentiment, but there are instances where a neutral one might be good as well, for example in situations where your business has just come out of a public relations crisis and you’ve been hammered online or in the media – in cases like that, neutral sentiments will seem like a breath of fresh air.
Communications can be further broken down by more specific groupings of emotions, for example excited, happy, and content on the positive end, and frustrated, sad, annoyed or angry on the negative end.
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