Market Strategies International recently released the first edition of what it says will be an annual Social Media Brand Index, a measure for brands both of consumer-generated social media about them and of their own sponsored content. The Index takes into account four components. Volume, or the amount of buzz about a brand online, is one of them — and its most highly weighted component, too. The others take their cue from what we might call more meaning-related measures, sentiment analytics and semantic markup among them.
For example, there’s net Sentiment, which Market Strategies says represents the ratio of positive to negative sentiments expressed about a brand based on automated natural language processing of the content of posts, comments and mentions. Another component, Positive Emotions, seems to flow from that measure, representing the number of content items that are identified as having the warm fuzzies about them, again based on automated coding of content.