For my thesis I have been adventuring into the abyss of sentiment analysis on Twitter for corporate entities. Most sentiment analysis has been focused on politics and political movements, there has been some great research about the Arab Spring and other major political movements. Sentiment analysis has little research about how corporate entities are viewed or engaged with. This type of research is usually proprietary and kept in-house for marketing and outreach purposes. There are some obvious cases of prominent anti-corporate sentiment, see the Pepsi-Kendall Jenner disaster, but mostly corporate sentiment is a bit invisible.
A large component of my dissertation is to manually classify tweets into three categories; neutral, positive, or negative. The process of classifying 4000 tweets is a bit overwhelming and time consuming, but also an interesting experiment in language.
It has brought forward a series of quite a philosophical questions.
What is neutral?
What is negative?
What is positive?
I’ve had to think very critically about the language I associate with positivity, negativity, and neutrality. How we use language says so much about who we are. There’s the old adage “we judge ourselves on our intentions and others on their actions” and I think that is definitely well represented in Twitter. I try to be conscious before I put an opinion out in the universe and it has been interesting to see that that is not a universal perspective.
Expressing frustration at poor service or being ignored is not something to which I am immune. When my internet was being installed I definitely expressed my frustration on Twitter.

I don’t feel guilty for expressing this frustration, but it was a bit pointless. It wasn’t an outcome oriented action. I didn’t call their customer support to find out where my tech was, I didn’t provide real feedback. I just complained. Of course, complaining is cathartic and can relieve stress. I just don’t know how the person on the other of the tweet felt, knowing that I wasn’t really interested in a response but just in being a bit miserable at them.
I’ve still got quite a few of those four thousand tweets to work through and maybe I’ll change my perspective again. For now, the minutiae of reading individual tweets for sentiment is a little adventure into other people’s worlds.



