Monitoring Social Media Sentiment for Marketing

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Monitoring sentiment – or the public’s general attitude toward a specific profession, person, or topic – can be helpful for branding, content production and marketing.

Through social monitoring in Raven Tools, we are able to monitor social networks for important keywords as well as explore the sentiments within our industries.

To explore the full scope of the tool, we decided to take a closer look and analyze the general social media sentiment surrounding three different professions.

We examined the negative, neutral, and positive postings on social media toward police officers, politicians and attorneys for the entire month of May. Here are the results.

Sentiment for police officers, attorneys, and politicians

The below graph shows the number of positive versus negative posts regarding police officers, attorneys and politicians on Facebook and Twitter. The below data is representative of posts containing the words “police officer,” “attorney” or “politician” that were rated overall positive or negative for the month of May.


An example of a negative post would be one that bashes a police officer for writing a ticket, while a positive example would be one that states qualities a person hopes to see in the next politician to take office. We manually checked each of the posts to ensure that they actually were negative and positive and not just containing keywords that are commonly accepted as one sentiment over the other (i.e. bad, good).

Police officers


Examples of positive posts: Posts about getting out of tickets; comments on cops being attractive

Examples of neutral posts: Warnings about police being present; warnings about speed traps

Examples of negative posts: Posts about getting speeding citations or getting pulled over; news stories about police violence

With information on the negative, neutral, and positive comments about police officers, precincts can monitor what tricks people are using to avoid cops, how people are sharing information about accidents, and what stands out to a person when being written a citation.



Examples of positive posts: Posts about what people want to see in politicians; telling people they should run for office

Examples of neutral posts: Jokes about politicians; posts telling those with poor responses to arguments that they should become politicians

Examples of negative posts: Negative quotes; posts citing dissatisfaction with current leaders (the word ‘corrupt’ was commonly used)

With this information, a politician can determine the general public’s stance on a particular issue, what debate topics are most important, and what people want in a candidate. In addition, if trying to recover from a recent scandal or setback, a politician can gauge whether the public is past the issue.



Examples of positive posts: Comments from people aspiring to be attorneys; comments from law school students

Examples of neutral posts: Comments about consulting with lawyers; posts asking for lawyer recommendations

Examples of negative posts: Posts about high attorney fees or delayed trials; comments making fun of bad lawyer commercials

An attorney can take this information and adapt his or her commercial and marketing style, make note of what major concerns and complaints people have about attorneys and get insight into what matters most to clients.

How to use sentiment in your marketing

Tracking the general social sentiment toward an industry, group, product, or service can help a business determine what matters to its clients. By having an understanding of what the people who follow your industry care about, you can better mold your overall marketing strategy to fit those preferences.

Social media monitoring is about listening to your what your audience is saying and then adapting your posting style, content, and the way you talk about your brand and products.

While a politician may want to gauge the public’s sentiment toward his or her opposition, a marketer may want to determine what positive and negative things the social media world is saying about a competitor.

Tracking this information can also give you awareness of what people really think about your brand – because you can’t always ask that question and get valid information – and get real people giving their real opinions without using a focus group or market research survey.

Sentiment is just one of the many monitoring tools that help make social media a valid marketing resource for your company.

Editor’s Note: This post was originally published on the blog of Lawgical, which provides online marketing, web development and SaaS software solutions for legal professionals, including ServeManager,, and It is reprinted here with permission because of the value it provides to all Raven customers.

Photo Credit: moriza via Compfight cc