Sentiment
An assessment of the tone of coverage and comments about a company, usually classed as positive, neutral or negative.
Sentiment analysis shows not only how much is being said about a company, but how. It is applied to press coverage, social media posts, customer reviews and comments under articles. It is increasingly carried out by automated tools.
Automated scoring has its limits, however. Irony, industry jargon, criticism quoted in a neutral article, or a language as heavily inflected and context-dependent as Polish can mislead an algorithm. On matters that concern the board, results should therefore be checked manually against a sample of coverage, and the reasons for any shift described, not just its direction.
For the board, sentiment is useful as a trend rather than a single figure. A sudden change in tone, even across a small number of items, can be an early sign of a problem. Analysis broken down by audience and topic says the most, because an overall average can hide what really matters.
Let’s talk about your situation.
The first conversation is free of charge and confidential. We reply within one business day.