One embodiment provides a method that includes crawling a network for raw data. Emotion metrics are refined for the raw data. Labels for the raw data using refined emotion metrics are received. Factor analysis is performed for labeled data to obtain emotional tone factors. Adjusted labeled data are received based on the emotional tone factors. Words are analyzed using a tone model using the emotional tone factors and integrating the adjusted labeled data. Representative words for each emotional tone factor are provided based on using the tone model.