GenSent Insights, a social and news media analytics company in Hicksville, NY, has created a statistic called Online Impact Media Value (OIMV) to measure the purchase equivalent value of a brand’s exposure as determined by sentiment, frequency, and exposure of news mentions and social dialogue. It measures a brand’s reach by placing a dollar value on the overall level of discussions for a specific period of time. For example, GenSent points out that a tweet by an individual mentioning a brand or company is worth far less than if same is done by a professional athlete or actor. Similarly, a ... Log in to view full article.