Why and how to measure corporate sentiment

Corporate sentiment can spell the success or the demise of your organization, but how can you manage or measure it?

This is a crucial consideration for organizations of all sizes, but few take the time to monitor corporate sentiment—until it’s too late. Like many features of reputation management, mood and attitude are hard to quantify, but there are plenty of ways to get a sense of where you stand. Let’s begin where most opinions are formed: Google.

What shapes corporate sentiment?

Corporate sentiment today is shaped by online sentiment—and online sentiment is overwhelmingly shaped by Google.

Google processes 3.5 billion searches per day. Want to find out how Neiman Marcus is doing? Google it. If you want more detailed information, click the “News” tab on your Google search results. What you find there would play a major role in shaping how you feel about the company, right?

Now, pretend you’ve never heard of The Weinstein Company. You Google “the weinstein company” and see this:

If this was your very first impression of The Weinstein Company, would you want to do business with it?