evolve24

Mining for moods helps manage reputation risks

evolve24 analyzes traditional and social media to determine businesses' overall information landscape and provides quantitative metrics around perception, reputation and risk that let clients understand the key areas of impact in their marketing, communications and management efforts. Because of its ability to correlate perception to key performance indicators, evolve's services are highly sought by Fortune 500 companies.

"Reputations are built over time and are the response to actions taken by a corporation," explained Scot Wheeler, Vice President of Strategy & Client Services for evolve24. "For example, reputation can be hurt by unaddressed negative responses to products and services, including poor customer support, regulatory or legislative issues, insensitive ad campaigns, or any perceived affront to an audience, while a new product announcement, a viral campaign or launch of user groups may create highly positive coverage in influential publications and blogs which will help build reputation."

Sentiment analysis lets reputation risk management firm gauge public reactions

Nstein Text Mining Engine's sentiment analysis module allows evolve24 to quickly determine the tone of an article, which offers a key insight into the firm's representation through media. "We have estimated that a person at peak performance can ‘tone' 200 articles a day – or 25 an hour," Wheeler said. "With Nstein, we can literally score tens of thousands of pieces of content a day for each of our clients – all of them broken down by brand or topic – using a single person to manually test and verify results."