With all the mass reach social media has these days, the power that comes with riding on its wave is simply hard to deny. With thousands of posts and tweets, there is seemingly no end to the chatter. But it is important to know if all that chatter is in favor of or against your agendas. Imagine launching a product that has become the talk of the town. But is all that talk good or bad?

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.