To understand what the world thinks of the corporate brand in terms of ethical and environmental responsibility. To measure how corporate activity impacts on outside opinion and how this knowledge can be used to shape future strategy and decision making.
Set up a project to monitor all mentions of the corporate name. Exclude terms and sources that only focus on performance (i.e. share price, company reports) and continuously refine listening to consumer and industry opinion. Manually assign sentiment and tag coverage in order to create a meaningful corporate dashboard. Add commentary to primary articles and export results and evidence to topline management report template.
A clearer understanding of what the outside world thinks of the corporate entity.
This might include consumer trust in social and environmental policy and the impact this has on buyer behaviour at brand level. In short, do stakeholders truly believe that the organisation cares as much for people and planet as it does for profits.