Applications and Resources for Social Media Sentiment Analysis: A Strategic Planning Case Study

The exponential increase in information on social media opens up new opportunities to unravel meaningful unstructured information. Since the recent coronavirus pandemic, the online activities have increased considerably. The application of sentiment analysis allows us to process and detect the polarity of opinions on a particular topic. However, this approach faces significant challenges due to the informal nature of user-generated posts. This scenario allows new analyses of companies, people, or organizations, valuable information on how their audience perceives them, and what aspects must be improved to make better decisions and find new opportunities. The results of this work show a comprehensive view, highlight the application of the technique, the datasets, and the challenges currently faced, and finally, a case study is presented where the significant knowledge in the comments is automatically oriented towards the key performance indicators and perspectives of a balanced scorecard, an original and relevant contribution which a group of opinion leaders of the company validated.