Companies and entities of all sizes, even some individuals, use a variety of tools to leverage digital channels, manage campaigns, brand success, and consumer sentiment to promote their services and value.
A subset of these entities are also monitoring digital conversations to identify threats (internal or external) and monitor negative sentiment (disgust, fear, anger, hate).
This proactive approach is especially important for entities and individuals who face threats in the course of their work and need to understand where those threats emanate from, their degree of severity, and what immediate steps should be taken to address the threats. The same can be said regarding negative sentiment.