the grass is greener on the internet


Brand rankings by social media sentiment
October 21, 2009, 5:10 pm
Filed under: 1 | Tags: , , , , , , , , , , , ,

Agencies are always making up rankings to try and get noticed. So when I saw the Sysomos ‘Top Brands by Social Media Presence’ I thought hey, anyone could’ve counted up the number of social media mentions brands get, what’s so special?

But wait…here’s something a bit more interesting.

The top-scoring brands for positive reactions are in green, negative reactions in red. (See the Sysomos page for actual rankings.)
The top-scoring brands for positive reactions are in green, negative reactions in red. (See the Sysomos page for actual rankings.)

They’ve done an additional ranking using their ‘sentiment engine’ (an accurate name but odd image) which analyses whether the mentions are positive or negative from their context.

It’s interesting to note that all of the highest scoring positive mentions are related to electronics – due to review sites perhaps? More surprising then that Apple and Google, the top two from the mentions rankings and general favourites, don’t feature in the sentiment top 5.

It’s also unclear whether positive and negative mentions could cancel each other out or whether they were separate scales.

Do you think it’s accurate?

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1 Comment so far
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I think it’s a sticky one. The best and brightest in social media research/industry fields still can’t get automated sentiment accurate more than 60% of the time. So someone looking into an automated approach would probably do just as well in a coin toss 🙂

Comment by Derek Lau




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