In Good/Bad guy evaluation, which metric is considered Good?

• A. Ad value equivalency
• B. Share of voice
• C. Online analytics
• D. Tone of coverage

Answer: (C)

The main idea here is that measuring how people perceive a public figure or organization requires data from online channels that show both how much conversation is happening and how it feels to audiences. Online analytics gives you quantitative scores on sentiment, plus metrics like mentions, reach, and engagement across social media, news sites, blogs, and forums. This combination lets you track whether perceptions are trending positive or negative over time and how strongly people are reacting, which is essential for deciding if the public image is Good or Bad.

Other metrics fall short because they only capture part of the picture. Ad value equivalency assigns a dollar value to coverage and doesn’t reflect actual impact or sentiment. Share of voice shows how much you’re talked about relative to others but doesn’t indicate whether the talk is favorable. Tone of coverage provides a qualitative sense of sentiment, but it’s subjective and hard to compare consistently across outlets. Online analytics, by contrast, combines sentiment cues with reach and engagement, giving a fuller, actionable view of how the public perceives you.