The article discusses the rapid speed at which consumer sentiment can impact brand reputation, emphasizing the need for brands to respond quickly to negative feedback. Bianca Prade, CEO of BStrategies, highlights that emotions on social media can shift dramatically, using Coca-Cola's recent AI-generated holiday film as an example of how delayed responses can exacerbate reputational damage. Prade advocates for focusing on the velocity and intensity of sentiment rather than sheer volume, suggesting that brands must be adept at recognizing meaningful emotional shifts to manage narratives effectively.
"Today, a brand's reputation can move as fast as a consumer can send a tweet. A single post or campaign misstep can spark a wave of sentiment - positive or negative - that quickly gains traction and becomes difficult to reverse."
"Emotion moves fast," said Bianca Prade, CEO of BStrategies...If communicators aren't equipped to respond with equal speed, reputational damage can spread in minutes...Coca-Cola's AI-generated holiday film...sparked rapid sentiment shifts last November.
"Catch emotion dips early or risk losing control of the story," Prade said. Best practices for AI in sentiment analysis rather than chasing viral spikes or trending hashtags..."Five angry tweets from verified accounts in 15 minutes matter more than 500 neutral mentions all day," she said.
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