Using the words “Penn State,” “Paterno” and “Sandusky,” analytics company PeopleBrowsr (in an effort exclusive to PR News) tracked the sentiment toward the university from Nov. 3—the day the scandal hit—to Nov. 9. From a total of 434,831 Twitter posts, PeopleBrowsr sampled nearly 4,500 for sentiment—negativity reigned (40% negative vs. 5% positive). Not good for a once-proud university. See Katie Paine’s Image Patrol further crisis analysis.
Source: PeopleBrowsr (exclusive to PR News)