This weeks analysis of the Top 1000 blog and news posts (6/6 -6/13) showed no big surprises. BP is still struggling with its image due to the oil-spill, Google still has to explain their policy on collecting consumer data via Wifi, AT&T and Apple take a dip as a result of lost customer data and the hot topic this week was the release of the new iPhone.
See last weeks analyses of the Top 1000 blog posts here
While the soccer world cup is on of the hot topics in the bloggosphere and enthusiasm is spreading worldwide, the brand (or better NGO) behind the games had to face some critiques. The banning of condoms at the sports venue and fan zones caused some irritation . The CO2 emissions and the security threats also shadow the enthusiasm for the sport event.
The security leak on Apple iPad on AT&T networks caused a loss in image for both Apple and AT&T. While the news and hype on Apples new iPhone is soaring high, AT&T ran into some damage by charging fees for 3G usage.
BP is taking the largest punch from bloggers and news sites. While the oil spill is the largest ecological disaster mankind has ever caused, this might also be the biggest image clean-up in the history of corporate governance. While last weeks buzz around BP was largely focused on the operation “Top Kill”, this weeks blogs talked about the impact of the oil on nature and future generations. Pictures of oil puddles, deceased animals and destroyed flora spurred the anger and dismay towards BP. Also the 50 million dollar advertising campaign on Google couldn’t fool the bloggosphere and has caused more damage than reparation (which has been an issue last week but picked up by mainstream media this week).
While previous oil spill disasters only had to cope with uncomfortable press responsibles, the BP public relations section now stands in front of several social media channels, private blogs, photographers, opinion leaders and communities. A whole new way of crisis management BP has yet to learn how to handle.
The evaluation of the Brand Awareness and Brand Image was conducted on the top 1000 blog and news stories (31. May – 6. June Nielsen Buzz Metrics and Digg) according to their linkages in the Internet (We had to assumed, that the most linked articles where the ones with the most impact on Brand Image and Brand Awareness). The blog and news posts where weighed depending on their popularity in the Internet.
The Brand Awareness level was mutiplicated with the Brand Image level giving the point score. Brand Image was manually evaluated with the coding scheme by Glasser &Strauss’s (1967) adopted by Jansen, Zhang, Sobel & Chowdury (2009) (Twitter Power: Tweets as Electronic Word of Mouth):
- No Sentiment: article has no emotion words or special punctuation, is matter-of-fact sounding, or contains just a brand mention (e.g., Wondering what time the Banana Republic store at the mall closes)
- Wretched: article is purely negative overall feelings or only allowed a slightly positive word. For a product , “wouldn’t buy it again”, “wouldn’t recommend it,” or “ had horrible time with it,” (e.g, Screw you Google maps. It’s good thing I have this compass and sharp stick).
- Bad: article contains mainly negative phrases and words, with a disappointed tone. There may be a few positive ones (e.g., Sitting next to a “smart car” in traffic. These things just look weird. About as long as rickshaw).
- So-So: article is a mediocre or balanced sentiment. The positive and negative statements seem to balance each other, or it is neither positive nor negative overall. Even if there are more negative phrases, the positive ones use a stronger language than the negative phrases: however, the positive ones are stronger and outweigh the negative ones (e.g. Wii fit is fine, just leave enough room around you to wave your arms!)
- Swell: article is mainly positive terms, such as good or nice. There may be some negative phrases; however, the positive ones are stronger and outweigh the negative ones (e.g., You might have those forever stamps that are all good no matter the price of a current stamp).
- Great: Purely positive in tone and wording in the article expressing strong affirmative feelings with no complaints. It may have the smallest negative word, but comments are: “would definitely recommend it,” “use it again,” (e.g., Heaven on earth, the Banana Republic outlet store 40% off sale)
The article received a point score according to the amount of linkages in the social web ( 1 point per 100 linkages). To evaluate the Brand Image the article received a point score (+1 for swell, +2 for great, -1 for bad, -2 for wretched). The sum of all linkages was then multiplied with the “image sum”. (e.g. BP was mentioned in 26 of the top 1000 news articles/blog posts which where linked 33′300 times. 11 articles fell in to the “wretched” category, 6 fell into the “bad” category, and 9 fell into the “so-so” or “no sentiment” category. The “image sum” is 6×-1+11×-2. Total image is 333 x -28)
For the total evaluation of the Brand Awareness / Brand Image score and additional brands you can contact me at firstname.lastname@example.org (The full report on Social Brand Value will be available on the 15. August)