Sentiment analysis is an examination of how an audience feels about a brand, company, or product based on social data. Sentiment analysis typically involves natural language processing or other computational methods to identify the attitude contained in a social media message. Analytics platforms—such as Hootsuite Insights—classify sentiment in a variety of ways. For example, some use “polar” classification (positive or negative sentiment), while others sort messages by emotion or tone (contentment/gratitude, fear/uneasiness, etc.).