Frequency V Context scoring

What is more important: The absolute frequency a brand is talked about online or the context surrounding those conversations?

The Scotch Whisky 100 has some classic examples, Tobermory stands out as one. The volume of conversations authored for Tobermory are significanlty less than the top 10 brands in the Index. However, for the range of words chosen to be positively scored against the community, it scores high. mepath has selected a weighting between the frequency and context for the Scotch Whisky 100.

However, customers of the mepath marketplace have the opportunity to view the analysis and set the scoring rules base upon what they deem to be important. This process can also be repeated by segmenting the sources of conversations e.g. whisky forums, social networks with a younger outlook or even a geographic location.