Sentiment analysis for various SNS media using Naïve Bayes classifier and its application to flaming detection

SNS is one of the most effective communication tools and it has brought about drastic changes in our lives. Recently, however, a phenomenon called flaming or backlash becomes an imminent problem to private companies. A flaming incident is usually triggered by thoughtless comments/actions on SNS, and it sometimes ends up damaging to the company´s reputation seriously. In this paper, in order to prevent such unexpected damage to the company´s reputation, we propose a new approach to sentiment analysis using a Naïve Bayes classifier, in which the features of tweets/comments are selected based on entropy-based criteria and an empirical rule to capture negative expressions. In addition, we propose a semi-supervised learning approach to relabeling noisy training data, which come from various SNS media such as Twitter, Facebook, blogs and a Japanese textboard called `2-channel´. In the experiments, we use four data sets of users´ comments, which were posted to different SNS media of private companies. The experimental results show that the proposed Naïve Bayes classifier model has good performance for different SNS media, and a semi-supervised learning effectively works for the data consisting of long comments. In addition, the proposed method is applied to detect flaming incidents, and we show that it is successfully detected.