Jun
11
McKinsey Finds Social Buzz Can Affect Sales — Negatively, Anyway
Posted in: Uncategorized
Coca-Cola Co. may not have been able to find a direct sales impact from social-media buzz, but McKinsey & Co. has — on the negative side.
The consulting firm found bad buzz for an unnamed telecom client hurt signups by 8%, "offsetting their entire TV spend," McKinsey principal Jonathan Gordan said in a presentation Monday at the Advertising Research Foundation’s Audience Measurement 8.0 conference in New York.
Mr. Gordon’s remarks come a little more than two months after a Coca-Cola Co. executive at another ARF conference said the packaged-goods giant could find no statistically significant sales impact – positive or negative – from online buzz after an extensive cross-media study.
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