Firm: Tech Companies Among Most Talked-About

MediaPost, 7/23/10

Not all news is good news, but any news is better than none. That, within reason, is a central tenet of media-measurement firm General Sentiment, whose second-quarter Media Value Report takes a look at which brands are benefiting — or not — from online conversations and news mentions. The report promulgates a dollar value for buzz, content and conversation.

The firm derives its “Purchase Equivalent” dollar value of a brand’s exposure from sentiment, frequency from news mentions and social dialogue. But it also differentiates between sheer volume and quality of talk: “Impact Value” assumes that all mentions are positive; “Perception Value” assigns positive value to positive mentions and negative value to the opposite thereof. That’s why BP, for example, is big in both lists.

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