You can use it to gauge the sentiment, or feelings, behind mentions of your brand, product, service, competitor, and other topics on social channels. In this way, it can be used to identify customer feedback that needs immediate attention and help you discover what aspects of your product or service customers are unhappy about. It can also help you better assess the consumer reception of your new product or marketing campaign and detect meaningful trends on social media—trends that you can use to inform content strategy and product development.