At the moment Cubeyou doesn’t make a distinction between positive and negative engagement. The reason behind this is that is a person engages with a brand it means that the person has tried the brand and is or recently has been a customer. So also if the feedback can be negative it’s a meaningful audience for the brand to analyze because they are people who have decided to buy the brand’s products. Moreover since we weight interaction, a single negative interaction will not have a great importance, if interactions are negative and repeated again it means that the person is a repeated customer and therefore should be analyzed by the brand.