The Power of Evil: The Damage of Negative Social Media Strongly Outweigh Positive Contributions

Media activities generated by consumers or communities that are neither paid for nor induced by brand owners are claimed to have a potentially game-changing impact on communication and brand building.

The Power of Evil: The Damage of Negative Social Media Strongly Outweigh Positive Contributions

Marcel Corstjens

INSEAD

Andris Umblijs

McKinsey

Management slant

  • The challenge brand owners face in an environment that is rapidly changing because of the impact of social media on consumer choices is that they do not have means to know what impact social media has on their business. They receive large amounts of data on "buzz," "clicks," "likes," "page views," etc., but this data does not give any insight into what impact social media has...

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