Understanding the general public feeling towards your brand was once as simple as reading a few media clips. Social media and a 24-hour online news cycle now means your brand could be mentioned 10,000 times or more, overnight – making it near impossible to gain insight into the tone of coverage. Enter automated sentiment analysis.

Sentiment Analysis 101

Automated sentiment analysis, also known as tonality scoring, is the process of automatic extraction of the sentiment, or tone, from a series of documents using Natural Language Processing (NLP). In layman’s terms: visualize a thumbs-up for a “you’re awesome” mention, and a thumbs down for an “uh-oh” mention. NLP also gives an aggregate view for a topic as a whole.

Automated tonality scoring is a highlight of MediaVantage’s latest product release. Powered by Lexalytics, a leader in the sentiment analysis space, our clients will now benefit from high-level analysis and trend information, leading to more effective communications strategies, product launches, brand recognition, customer sentiment, etc. Automated tonality scoring is to PR pro’s as Google Adwords is to marketers. It’s quick, reliable and a bucket-load easier than having to do it manually.

If you really want to know how it works, read Sentiment Extraction: Measuring the Emotional Tone of Content from the team at Lexalytics. They clearly know what they’re talking about it. If you have any questions or feedback regarding MediaVantage’s new automated tonality scoring feature, let us know.