How Social Media Can Put Your Brand in Control of a Crisis

POSTED BY Greg Keating ON Jun 11, 2015 7:53:00 AM

Bud Light's latest social media disaster is the perfect example of how powerful social media is and how quick it change direction.


On Monday, April 27, a Reddit user shared an image of a Bud Light bottle that read: "The perfect beer for removing 'no' from your vocabulary." Part of Bud Light's Up for Whatever campaign, which is designed to inspire spontaneous adventure, this line undoubtedly missed the mark, conjuring up themes of consent and sexual assault rather than carefree fun. You probably heard about it, because by April 28, just 24 hours later, the number of tweets mentioning Bud Light increased from 2,111 to 26,671. That's a 1,163 percent increase. It wasn't just the quantity of tweets that increased. While just 8 percent of the tweets about Bud Light carried negative sentiment on April 27, more than 25 percent were categorized as negative on April 28. The increases in volume and negative sentiment make it clear that Bud Light was in the middle of a crisis. But here's the thing: just two weeks after the story broke, negative tweets about Bud Light have returned to the normal 8-10 percent range, and the daily volume of tweets has gone back to the normal, as well.

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