Sentiment analysis is like social media therapy. We attempt to learn how our audience feels about us-what are the complaints, issues, suggestions, and praise? We can also learn what they think of our competition, our industry, and our employees. Perhaps the most valuable data in sentiment analysis is what we don't find. It is alarming if your marketing is trying to highlight price, but there's no mention of it online. That indicates the need for a significant reassessment of your efforts. Sentiment analysis also becomes a powerful benchmark of your marketing programs as you can track the change in overall sentiment over time.