Brand Image, Sentiment Analysis and Social Media

Analyzing sentiments is a very subjective exercise. He has his own software company which is a mid-sized software one and that which was doing fairly well and at one time, he tried to analyze the broader sentiment about the brand value of his company on the open market. The overall brand sentiment turned out to be negative and even more surprising was the fact that it leaned towards the most negative scale. This surprised him because the other parameters that his HR partners provided him were painting a contrasting picture- the attrition rate was low, the employee engagement survey produced positive results etc. Then he did a deep dive into the feedback content and realized that almost all of the comments were negative and that the people who posted feedback were all disgruntled employees and not many employees who were happy posted any kind of feedback on any social forum. They were too busy with their work and adding more value to the organization.