Briefs

By Zachary Rodgers, ClickZ, Jul 14, 2009

Razorfish this week proposed a new standardized method for measuring online sentiment around a brand or industry. Its social influence measurement (SIM) score -- developed in collaboration with TNS Cymfony -- uses a fairly simple equation to boil the stew of online conversations about a brand down to a single, digestible figure that can be ladled out to CMOs.

Proposed as part of a new "Social Influence Marketing Report," (available here), the score is meant to support brands' attempts to improve net sentiment by benchmarking against themselves and their competitors. In proposing it, Razorfish released SIM scores for a number of companies and industries. Those scores were presented alongside a "net sentiment" percentage indicating the share of brand conversations that are neutral or positive.

In the financial sector, Razorfish found Bank of America commands the greatest share of voice but was the object of more negative sentiment than rivals Wells Fargo and Capital One. Thus while its SIM score is higher than those firms, its net sentiment is lower.

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