Even as the social distancing and quarantine procedures begin to loosen up in some places, major corporations struggle with how best to use social media and other outlets to stay engaged during COVID-19. Many firms turn to charity initiatives and other special efforts to make an impact on the problem before using social media to make that impact known.
The IBM partner Influential recently tracked those social media campaigns to examine how positively they effected various companies’ public perceptions. Leveraging augmented intelligence from IBM’s Watson technology, Influential is a demographic analysis tool serving as a mobile solution to help influencers amplify their marketing messages throughout social media campaigns.
IBM’s Influential examines how big brands like Coca-Cola stay engaged with consumers during the … [+]
The latest social media analysis from Influential employed its market intelligence team to track social conversation around top brands across Facebook, Twitter, Instagram, YouTube, forums and blogs. The group measured the number of mentions a brand received pre-vs.-post-pandemic four weeks before President’s Trump’s global pandemic announcement of March 13,2020 vs. four weeks after that announcement. Some of the bands involved include Walmart, McDonalds, NFL, Toyota, Pepsi, General Mills, Wells Fargo, Kraft, Miller, Campbell’s and Sony Pictures.
The corporate index that study produced looks into which companies had the most positive social sentiment and which had an increase in social conversations before and during the pandemic. Some highlights include Johnson & Johnson seeing a 61% increase in positive mentions, with Target claiming a 44% bump and Apple with a 16% climb. (Data below.)
Influential’s CEO Ryan Detert reports this research makes it evident the way that brands deal with the crisis will shape how consumers view them.
This infographic from Influential examines how positively corporations engaged with the public … [+]
“Brands that use their position and resources to be helpful and relevant during the pandemic will leave a positive impression on consumers,” Ryan explains. “Following these moments, it’s easier for consumers to recall and consider purchasing from these brands, especially after they have left a positive impression on them.”
Ryan adds the numbers were impressive for brands like Johnson & Johnson and Mondelez with their portfolio of sub-brands They clearly and effectively resonate with consumers and that correlates to increases in purchase intent for their individual sub-brands.