Media favorability index (MFI)
What is the Media Favorability Index
The Media Favorability Index/MFI is the proportion of positive and negative mentions of the monitored object in a flow of publications.
The Semantrum system uses the "Favourability Index" based on the use of the MFI and coefficients that allow displaying values from -10 to +10 on the chart. Anything over zero means that there are more positives than negatives. Anything below zero means there are more negatives than positives.
The media favorability index has a value from -10 to 10.
The Media Favorability Index is a quick way to assess the ratio of positive and negative publications regarding a company/person, rather than the amount of positive and negative. The Index makes it possible to compare objects different in media representation with one another on the basis of the extent to which positivity prevails over negativity in newsfeeds, regardless of the total number of publications.
Please Note:
The Media Favorability Index is calculated for publications based on the tone of the publications that are currently displayed in a particular topic. If the user has independently adjusted the automatically determined tone of the publications on a given topic, the Media Favorability Index will take those adjustments into account.
Media Favorability Index in report exports
The Media Favorability Index is calculated when the following reports are exported:
- Report in .docx format for one topic;
- Report in .xlsx format for one topic;
- .docx format report in the topic comparison mode.
In the .docx-format report for one topic you can get a visualization of the Media Favorability Index level in dynamics for the chosen period:
You can get quantitative values of the Media Favorability Index for one topic from the report export in .xlsx format (on the Tone tab):
In the multi-topic view (up to 5 topics), you can download a report in .docx format comparing the selected topics and get the data on the Media Favorability Index in each of them (average for the period and in dynamics):
Enjoy using the Semantrum system!