This article summarises "Deriving Value From Conversations About Your Brand", by Brad Fay, Ed Keller, Rick Larkin, and Koen Pauwels, MIT Sloan Management Review (Winter 2019).
In February 2017, Donald Trump, the newly elected U.S. president, took to Twitter to berate Nordstrom for dropping the Ivanka Trump clothing line, tweeting that the Seattle company had treated his daughter “so unfairly, terrible.” The number of weekly mentions of the Nordstrom brand on Twitter and other sites surged, while the tone of those conversations swung sharply negative. But in offline conversations, the sentiment stayed positive, and Nordstrom rolled through the...