Razorfish Proposes Social Influence Score

Razorfish this week proposed a new standardized method for measuring online sentiment around a brand or industry. Its social influence measurement (SIM) score -- developed in collaboration with TNS Cymfony -- uses a fairly simple equation to boil the stew of online conversations about a brand down to a single, digestible figure that can be ladled out to CMOs. Proposed as part of a new "Social Influence Marketing Report," (available here), the score is meant to support brands' attempts to improve net sentiment by benchmarking against themselves and their competitors. In proposing it, Razorfish released SIM scores for a number of companies and industries. Those scores were presented alongside a "net sentiment" percentage indicating the share of brand conversations that are neutral or positive...