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McKinsey Finds Social Buzz Can Affect Sales — Negatively

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.

via McKinsey Finds Social Buzz Can Affect Sales — Negatively | Digital – Advertising Age.

 

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