People often assume that anything that is not negative must be positive. However, in media analysis, there is a third category titled "neutral."
Neutral brand sentiment can't be classified as a good thing just because it is not a bad thing. Similarly, it does not automatically become bad because it is not good.
Receiving a neutral result on brand sentiment analysis simply means that the media and public do not have any strong feelings toward your brand.
However, neutral brand sentiment is not something that brands should take as permission to become passive.
Unfortunately, neutral brand sentiment can also point to a disengaged audience, which some PR professionals would deem a worse fate than having a negatively engaged audience.
Building a strong and positive brand image should always be the top priority of brands that desire long-term success. A positive brand sentiment is when your brand is reputable and impactful, provides consistent customer satisfaction and can build a loyal audience.
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How to Capitalise on Positive Sentiment Analysis Results.*Image courtesy of Canva