I just found this article (via Damien Mulley) by O’Leary Analytics about Hunky Dory’s recent advertising campaign.
Of particular interest under Sentiment is
“Sentiment is calculated using an algorithm to look for positive or negative tone and in this sample, the results have been manually cross referenced for accuracy. Of the 82 mentions where sentiment is expressed, 48 are negative while 34 are positive.”
So whilst there was plenty of media coverage regarding the campaign, it was primarily bad publicity.
Hi Johnny, thanks for the post about the Hunky Dorys report, I’m glad it was of interest. Sentiment and tone are certainly areas that companies are paying far more attention to now, especially in social media. Simply having a set number of facebook fans or Twitter followers matters little if the overall sentiment towards a brand is negative.
However, if this sentiment and tone is analysed, and companies can learn from the negative feedback, there is an unprecedented opportunity to develop new levels of consumer understanding and make real changes in sales and marketing policies as a result.