Sentiment Analysis

The process of evaluating the emotional tone expressed in digital conversations to understand whether public sentiment is positive, negative, or neutral toward a topic, brand, organization, or event. While sentiment analysis provides valuable insight into audience attitudes, it does not explain why sentiment exists or whether it has been influenced by coordinated activity. Cyabra enhances traditional sentiment analysis by examining actors, behaviors, and content, helping organizations distinguish authentic public sentiment from artificial amplification, inauthentic participation, and coordinated influence.

Why is it important?

Traditional sentiment analysis can measure emotional tone but may overlook whether that sentiment is being manipulated through coordinated campaigns or artificial engagement. By combining sentiment analysis with evidence-based analysis of actors, behaviors, and content, Cyabra helps organizations understand not only what audiences are feeling, but also who is driving those perceptions and whether they reflect authentic public opinion.