Comments on: Negative Word of Mouth Won’t Kill The Corporation… Instantly

By: Nathan Bush

Nathan Bush — Tue, 10 Nov 2009 22:42:56 +0000

@Caire I’d call $180m in lost revenue from a “silly youtube video” fairly significant. I think you’ve missed the point of the post – athough it almost correlates with your response – is to stop thinking SM is the be all and end all of a brand’s prosperity, it is one factor of many.

By: Claire

Claire — Tue, 10 Nov 2009 13:16:34 +0000

Are you kidding me!

All this blog post proves is how little people in marketing know about brand value and the stock market.

Share prices are barely affected by marketing, so how they are going to be affected by some silly youtube video…it’s a pretty obvious statement!

By: Nathan Bush

Nathan Bush — Fri, 07 Aug 2009 07:43:03 +0000

@ Bailey Definitely. Marketing is traditionally all about increasing sales and it is analysed to death by both the marketing dept and ad agencies but is a very good indicator. Share price is definitely not THE statistic but one of many which should be considered further. There’s a heap of speculation about how social media can bring a company to its knees but really, it all carries on in the short term.

By: Bailey

Bailey — Fri, 07 Aug 2009 02:55:22 +0000

Do you think share prices are the correct statistic to be looking at to prove, or disprove what you are saying, especially with the world markets how they are at the moment?

I would think customer trends, and sales figures would be more indicative?

By: Nathan Bush

Nathan Bush — Thu, 06 Aug 2009 23:11:15 +0000

@ Vic Good point about the shareholder fear. I’m sure most CEO’s have this in mind when signing off marketing budgets.

@ David I agree, but that will be helped if Kyle is off the radio and TV

@ Johnny Absolutely agree that it is about how well you treat your customers after the event as much as the event itself. Good to see a couple of examples where it had a much greater effect. Johnny’s post is well worth a read and can be found here:
http://attractengageretain.blogspot.com/2009/08/mess-with-your-customer-at-your-peril.html

By: Johnny Rotten

Johnny Rotten — Thu, 06 Aug 2009 08:38:01 +0000

Hey Nathan, I really liked this and started replying and then it was too long so I wrote about it on my blog. Go take a look if you’re keen (I’ve been busy lately and haven’t updated much).

By: David Perkins

David Perkins — Thu, 06 Aug 2009 01:29:27 +0000

Nice report Nathan… Give it a few weeks and we will all have forgotten about the Kyle & Jackie O saga. The media will find/invent something else to “sensationalise”.

By: Vic Houghton

Vic Houghton — Wed, 05 Aug 2009 08:11:55 +0000

Nice figures – that was a useful exercise. I suppose consumers have short memories, but I wouldn’t underestimate the fear that shivers down the backs of guilty CEOs when their share price takes a knock. Even a brief blip has serious consequences when huge institutional shareholders have been counting on short-term gains. Remember: companies fear their shareholders, not their customers.

By: Nathan Bush

Nathan Bush — Wed, 05 Aug 2009 05:48:30 +0000

@Andrew Thanks mate. Hope it doesn’t come across as anti-social media, it’s more anti-sensationalism.

By: Andrew McMillen

Andrew McMillen — Wed, 05 Aug 2009 05:35:10 +0000

Great post, Nathan. You really cut to the heart of it here.

Interesting that there’s now a bit of a backlash to the social media movement that everyone was pushing this time last year; posts like this really help with evaluating the effects. Cheers.