Sentiment analysis has found broad usage helping institutions to better understand the choices, intentions, and behaviors of an individual acting as a buyer, consumer or service user. However its utilization in the domain of higher education is scarce. Therefore, the paper provides an insight into most relevant research and diversified applications of sentiment analysis in higher education, describing its unexploited potentials and benefits, such as leveraging students’ attraction/retention, evaluating the institution’s competitiveness or tracking performance indicators over time.