I done sentiment analysis of tweets. It literally was as simple as looking for positive words like 'good', 'amazing', 'awesome', 'brilliant', etc and maybe looking for a smiley-face emoji alongside the tweet, and I found positive sentiment for brands and interacted with the tweets. I was working for a social media company at the time that done brand engagement. Now Twitter is dead we're looking at Bluesky, Nostr, Lemmy, Mastodon, Threads, etc and do our analysis there. It's very astro-turfey, but it works.