Till a few years ago, it wasn't common practice to analyze customer sentiments. Today, sentiment analysis is a viable tool for businesses thanks to technological advances and also to shifts in business mindsets. The interesting thing about it and what makes it different from the other forms of data analytics is that it deals with emotions, and we all know that emotions are never black or white. An enterprise or brand can find out how the world or the consumer feels by doing sentiment analysis. This could be a positive or a negative reaction. So how does social media sentiment analysis work? Read on.