The problem with sentiment analysis and the analysis of a virtual world in general has been a big challenge for many years. Working with natural language expressions, there is a need for individual changes in sentiment analysis principles. There are several limitations, as well as challenges, for different language families. This paper will focus mainly on the Czech language. It will describe the importance of having a right approach to natural language, its grammatical limitations, as well as discussing challenges that can derive from new possible points of view. This paper will also consider key players - the strongest users that influence the virtual society. Finally, this paper will attempt to clarify the need for a deeper insight into sentiment analysis problematic within the Czech language environment and offers benefits that can be gained from a new approach.