Social Media Monitoring systems appear to be very similar in their analysis of the sentiment of comment on the web. All the social media brand audits I have completed have shown over 80% of results about a company to be catagorised as neutral with the balance normally being even between positive and negative.

Hang on…..who comments, blogs, posts, replies and the like to be neutral?

My investigations show that proper analysis of the ‘neutral’ zone (sorry Trekkies) highlights anything but neutral in over 60% of the comments. So once again it comes down to how good the search algorithms are.

Companies engaging in unstructured or poorly researched web-based brand monitoring ignore ‘neutral’ at their peril.

I’d appreciate your thoughts.

Steve

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