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...