If you cannot trust these automated solutions to make business decisions, then I fail to see the point. In regards to measuring brand reputation and PR efforts, sentiment is just the tip of the iceberg. By relying on a keyword list, you are also assuming that the results are based on content that is comprehensive, qualified and void of “noise.” To a large extent, this is determined based on the ability to compile a list of keywords that precisely identifies your coverage, markets and products and services. Some organizations may be fortunate enough to have the use distinct keywords while for others, this process may resemble a game of pin the tail on the donkey. And let’s not forget about measures such as key message communication, influencer visibility and the attributes that impact reputation such as “innovation”, “customer experience” and “product performance” when analyzing brand positioning and demonstrating PR efforts.

Don’t get me wrong, we strongly believe in the use of technology, but technology should serve as a tool not a solution.

Excellent post, thanks for sharing. Mike.