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If you’ve been reading the US news, you might get the impression that certain people and brands took a beating at Sochi. Many thought Vladimir Putin’s image suffered, as much for the facilities as for Russia’s attitude towards the LGBT community. Brand experts also warned that sponsors like McDonalds would pay a heavy price for supporting the Games.
Here’s the surprise: None of that seems to be true—at least not in the US.
A little background. At POSSIBLE, we use a tool called social sentiment analysis to help us understand what people think about brands. It allows us to search on keywords, like “McDonalds” or “Putin,” across a range of social media platforms and find out what people are saying about them.
Social sentiment analysis doesn’t paint a perfect picture of a brand’s health. McDonalds, for example, has plenty of fans, but they tend to be quiet on social media. Instead, this kind of analysis can tell you how events are affecting a brand. If more people view McDonalds negatively as a result of Sochi, that would show up in the numbers.
Here's some numbers our performance team pulled together around social sentiment and the Sochi Olympics