Determining an effect of a message on a personal brand based on future goals

Provided are techniques for determining an effect of a message on a personal brand based on future goals. A message is received from an entity for a social media platform. Additional messages related to the message are identified. A reaction sentiment trend is determined for each topic of the additional messages for a period of time. An effect the message has on a personal brand of the entity in future is predicted based on future goals of the entity and based on the reaction sentiment trend for each topic. An indication of whether the message is aligned with the future goals based on the predicted effect is provided. In response to the message being aligned with the future goals, the message is posted to the social media platform. In response to the message not being aligned with the future goals, one or more suggestions to modify the message are provided.