The amount of data freely available from social networking grows on an hourly basis. Much of this data concerns consumers perceptions and opinions of organizations, and as such is of interest to business intelligence gatherers in marketing, for customer-relationship management and customer retention. With the use of soft computing, specifically fuzzy logic, it will be possible todesign, create and build social bots that can analyse consumer comments in social media networks. Further programming would allow these social bots to interact with consumers, and carefully produced social bots would be able to disseminate marketing campaigns. This paper proposes a model for sentiment analysis of social media network data. (c) 2018 The Authors. Published by Elsevier B.V.