The content on the social web is a rich source of information for people and organizations. This content can also contain a certain sentiment related to you, your brand or your products/services. In this post, I’ll be discussing the distribution of content—based on influence, virality and discussion—and the monitoring and analysis of positive or negative sentiment.

Access

When someone posts content on the Web, people will have access to it. This is a matter of fact and relates to all content and isn’t necessarily restricted to social media content, e.g. blog posts, status updates or user-created videos. It becomes social once distribution of content takes place outside the original creator’s direct control.

Distribution

The distribution of content can have an impact on you, your brand or your products/services if there is a clear sentiment involved. Sentiment is generally classified as positive, negative or neutral. In this post, I’m omitting “neutral”, because it doesn’t carry an opinion and in some cases, can even be positive because it enhances awareness.

I’d like to reflect on sentiment through three catalysts of distribution:

• Influence
• Virality
• Discussion

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