One of the important aspects of how social mood comes together is that it enables moods to be local, regional, national, or even global in nature. Europe’s social mood is different from Asia’s, and Germany’s is distinct from Greece’s. Mood can also be industry and company specific. No doubt the mood inside of HP today is very different from the mood at Dell or Apple, for example.
I believe that it is the consistency in mood, however, that drives correlations within and across markets. I return to this topic in Chapter 8, when I look at the potential role communications technology may play in our current market mood overall.