For example, an analyst might use sentiment analysis to see whether Facebook posts about a product are "positive" or "negative" in tone.
As another example, I hacked together this online sentiment analyzer using TextBlob: https://textfeel.herokuapp.com/
See also: NLP (Wikipedia): https://en.wikipedia.org/wiki/Natural_language_processing NLTK (a python library for NLP): http://nltk.org/ Twitter opinion mining using pattern: http://www.clips.ua.ac.be/pages/pattern-examples-elections