Guidelines for Sentiment Marking

The data given for manual tagging of sentiments will be used to train a Machine
Learning algorithm to learn to classify sentiments of social data appropriately.

Here are some guidelines for manual sentiment markings. Please read through
them carefully before segmenting the sentiments.

Global Guidelines

Type of Content Description Preferred

Message Sentiments

Press News post about a press launch/release Neutral

Releases
Posts where brand portray about their new Positive
product launch/feature launch

Top management (CXos) related news if Positive

someone is joining on-board

Top management (CXos) related news if Neutral

someone is stepping down from the board

Top management (CXos) related news if Negative

someone is fired or has a court case or is
being defamed

Product recalls, product failures Usually Negative

but will need
your discretion
to mark in
accordance as
some may be
positively
portrayed

Posts by a brand about their campaigns Neutral

Campaigns
Appreciation and praises for a campaign Positive
performance

Criticism or negative feedback/reactions for a Negative

campaign

Queries Any queries about products or services or Neutral

confusion expressed
 Complaints/disagreements which have been Positive
Complaints resolved and the user is satisfied with the
resolution.

Any issue which has been resolved but the Neutral

user does not mention whether they are happy
or unhappy.

Queries or issues where the user is not happy Negative

with the redressal or outcome.

New Outlets Brand opening a new outlet/ expanding their Neutral

branches

Positive reaction from customers on opening a Positive

new store/outlet

Negative outlook from customers on a new Negative

outlet

Crisis Crisis moments where brands are being Negative

Situation taunted heavily

Brand’s apologies and responses in reaction to Neutral

a crisis moment

Sarcasm and negative reaction from netizens Negative

Positive reactions and mentions by netizens Positive

who support the brand and share a positive
outlook

Content and Brand publishing their content and building on Neutral

Communicat their communication channel, may it be
ion promotional content/offers

Netizen’s positive outlook though Positive

comments/reactions to brands promotional
content

Netizen’s criticism though comments/reactions Negative

to brands promotional content

Customer Complaints and issues faced by netizens on a Negative

Support & product/brand
E-Commerc
e Reviews Responses by brands to netizen’s queries Neutral

Netizens writing about unresponsive customer Negative

 care providers

Brand providing guidelines on steps to use a Neutral

service

Netizens appreciating help by the brand or Positive

support they receive

Work Employees talking positively about their work Positive

Reviews experience with a firm

Employees slamming a company Negative

Employees sharing reviews which are not Neutral

negative towards the company or positive and
simply state facts

Advertiseme Any positive reactions to the ads can be Positive

nts classified as positive.

All negative reactions about the commercial Negative

can be annotated under negative.

Contest Any post on contest giveaway and free offers Neutral

Giveaways/
Freebies/Vo Positive reaction of netizens to a Positive
uchers etc contest/giveaway

Negative reaction/criticism for contest Negative

giveaways by netizens

Mix of both positive and negative texts - Take a call based on number of
positive/negative mentions in the entire sentence.