A method and survey server for analyzing social media content based on survey participation data related to a website. The survey server collects survey participation data comprising text and a metric. The survey participation data correspond to survey information received from users of a plurality of user devices in relation to a visit of the website. The survey server analyzes the text of the survey participation data, to generate a correlation between words or groups of words present in the text and the metric. Social media content comprising text and related to a visit of the website is also collected. The text of the social media content is analyzed, to identify the words or groups of words. The social media content comprising the words or groups of words is associated with the metric. The analysis of the text of the survey participation data may comprise performing a semantic categorization.