Several services and tools for companies to listen and to measure sentiment towards their company have emerged. These platforms have a synaptic understanding of posts made on forums and social media that leads to an overall measure of sentiment. This is especially valuable for a large enterprise who may lack the resources to monitor and respond to every post across the web.
A recent search on the website Amplicate I took a moment to conduct searches for some major brands. A search for Walmart was revealing. People certainly love to hate Walmart. It was interesting, however, that the second listing under the brand for Walmart is the cult favorite People of Walmart, a site that accepts photos submitted of people shopping in Walmart that are dressed, well, in only a way that a Walmart shopper can dress.
The search serves as both a challenge to companies like Walmart who need to continue to leverage listening and engaging platforms that allow them to more quickly and surgically approach negative sentiment online, as well as creatively engage those who are hijacking their brand- even when it is funny.