News Sentiment
What is this metric?
The News Sentiment metric measures the average sentiment (positive or negative) of news articles and reports regarding a brand.
How is this metric calculated?
BlueOcean utilizes a proprietary model to assess the aggregated news content for a given brand to determine, on average, how positive or negative sentiment in the news is regarding that specific brand.
Data Source(s): BlueOcean-trained Proprietary Data Model considering estimated data from:
- DiffBot Knowledge Graph
Data Source Update Frequency: Weekly
Can Ratios Impact this Measurement? No
BlueOcean Applicable Framework(s): BlueOcean framework │BlueOcean Basic framework
How is this information valuable to my brand?
The News Sentiment metric is a valuable resource for:
- Brand Reputation Management:
- Positive Sentiment: A prevailing positive news sentiment can be leveraged in marketing campaigns to reinforce a brand's strengths, achievements, or innovations.
- Negative Sentiment: If the sentiment is predominantly negative, it signals the need for reputation management, potential PR initiatives, or crisis management, depending on the severity.
- Benchmarking: Comparing a brand's news sentiment with competitors provides a relative measure of media perception within the industry. A brand consistently receiving more positive news coverage than competitors suggests a competitive advantage regarding public perception.
- Strategic Adjustments: Negative sentiment might indicate issues or challenges that need addressing. This can guide product improvements, service enhancements, or corporate responsibility initiatives.
- Media Engagement Strategy: If a brand consistently receives neutral or minimal coverage compared to competitors, it suggests the need to revamp media engagement strategies, perhaps through more newsworthy initiatives, events, or announcements.
- Sales and Business Development: For B2B brands, positive news sentiment can be a strong selling point, reinforcing the brand's reliability, innovation, or leadership in the industry.
- Investor Relations: Investors often monitor news sentiment as part of their due diligence. Positive sentiment can attract investment, while sustained negative sentiment might be a red flag for potential investors.
- Tailoring Marketing Messages: Understanding the prevailing news sentiment can guide the tone and content of marketing messages. For instance, during periods of positive sentiment, marketing can amplify these positive narratives. Conversely, during negative sentiment periods, marketing might focus on addressing concerns or emphasizing other strengths.
- Employee Morale and Recruitment: Employees and potential hires often gauge company health and culture based on media perception. Positive news sentiment can aid recruitment and boost employee morale, while negative sentiment might necessitate internal communications to address concerns.
- Understanding External Factors: Sometimes, news sentiment is influenced by broader industry trends or global events. Monitoring sentiment can provide signals of external factors that might affect the brand or industry, allowing for more informed strategic decisions.
Additional considerations where this metric can play a role:
- Consumer Trust: Positive news sentiment can enhance consumer trust. Highlighting positive news coverage in marketing materials can serve as third-party validation of the brand's claims or value propositions.
- Opportunity for Collaboration: Positive news sentiment around specific initiatives (e.g., sustainability efforts) can open doors for collaborations or partnerships with other organizations or influencers aligned with those values.