Social networking sites (SNSs) facilitate the sharing of ideas and information through different types of feedback including publishing posts, leaving comments and other type of reactions. However, some comments or feedback on SNSs are inconsiderate and offensive, and sometimes this type of feedback has a very negative effect on a target user. The phenomenon known as flaming goes hand-in-hand with this type of posting that can trigger almost instantly on SNSs. Most popular users such as celebrities, politicians and news media are the major victims of the flaming behaviors and so detecting these types of events will be useful and appreciated. Flaming event can be monitored and identified by analyzing negative comments received on a post. Thus, our main objective of this study is to identify a way to detect flaming events in SNS using a sentiment prediction method. We use a deep Neural Network (NN) model that can identity sentiments of variable length sentences and classifies the sentiment of SNSs content (both comments and posts) to discover flaming events. Our deep NN model uses Word2Vec and FastText word embedding methods as its training to explore which method is the most appropriate. The labeled dataset for training the deep NN is generated using an enhanced lexicon based approach. Our deep NN model classifies the sentiment of a sentence into five classes: Very Positive, Positive, Neutral, Negative and Very Negative. To detect flaming incidents, we focus only on the comments classified into the Negative and Very Negative classes. As a use-case, we try to explore the flaming phenomena in the news media domain and therefore we focused on news items posted by three popular news media on Facebook (BBCNews, CNN and FoxNews) to train and test the model. The experimental results show that flaming events can be detected with our proposed approach, and we explored main characteristics that trigger a flaming event and topics discussed in the flaming posts.