Step 3: Measure social sentiment
The next step for the team was sentiment, and the Nethodology team had a very specific plan on how to measure it, so they decided to build their own custom model.
“In any brand reputation project, there is a need to determine what sentiment a piece of content has, so we created our own model to be as objective as possible when it comes to attributing one sentiment or another.” – Víctor Gil, Reputation Consultant at Nethodology
The Nethodology team aimed to be as objective as possible when categorizing mentions and assigning sentiment. They did it in three steps:
- Compilation of thousands of news items about Barcelona, along with the reactions that they provoke on Facebook
- Calculation of the net sentiment of each news item using this formula: Positive reactions – negative reactions
- Training an algorithm to analyze the net sentiment of news items
“The model is 84% accurate,” according to Patricia and Victor.