Shrinking Balls

In my last post, I wrote about the sentiment analysis of the Super Bowl and how brands are impacted by the real-time stream. That stream stimulates a Mean Girls phenomenon that causes people to be more passionate and start to bully as they become more popular. I know some analysts who fit this category, which interestingly was covered by Shakespeare with the character Hal in the play Henry the IV, perhaps the least read of the bard’s works.

While Hal (Henry V) wasn’t a Mean Girl he’d probably act like one if he had a Twitter account. His destination as the man who would be king is in stark contrast to those who are self-proclaimed kings. There is a direct intersection between these deeply insecure faux kings and the bullying phenomenon. The popularity, itself false because of the small scale on which they weigh themselves, leads to a direct lack of credibility and transparency and ultimately to irrelevance.  Hal, in contrast to the unsagely analysts, always had the secret plan: act like a rogue and then show the world that he truly was truly wise and eh.. kingly.

Either way, the real-time stream inherently creates corrective forces, mitigating every condescending post with an equally strong rebuttal. It is through the conversation that real themes can be uncovered. If there are strong opinions, there will be more passion. Conversely if no one cares, brands … and people slip into obscurity.

It happens in football as well, a point that was implicit in my previous post, which I ended with a tie-in to this post: how the tech giants’ brands fare in the real-time world. There are some startling results.

To go back, sentiment is tough to analyze. I can write “this post isn’t anti-Microsoft.” Or I can write “I love how weak Microsoft is” and it would trick most sentiment analysis systems. My intention is not to show how I hate Microsoft or love it, for I care only marginally about it. It is to uncover the trends at play using the charts and data from NetBase, which is a company that has engineered a solution to uncover true sentiment. While the analysts I refer to have no balls, the prevalent technology vendors do in the NetBase charts, to varying degrees of sentiment.

This sentiment intersects with the five most prevalent technology themes:

  • Real-time collaboration (i.e., Twitter)
  • Mobile (i.e., iPad and Android)
  • Platform (all companies)
  • The cloud as an enabling solution (Google)
  • The fight for relevance (i.e., Microsoft)

BPI Graph High Tech#130B5F9