With so much information available it can be daunting for organisations to unravel the meaning and relevance of it. Nonetheless, with suitable preparation the information can be transformed into a much simpler and understandable tool. Organisations use semantic analysis in order to gain insight into how their organisation is perceived, gain opinions and feedback. Semantic Analysis is an opportunity for organisations to be more active and go beyond mere public relations, they can use the tool to target customers to gain more attention and create a more narrow focus.