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Tiger Woods Social Media Case Study

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Learn how Tiger's reputation has been impacted by the accident and news of the affairs through an analysis of conversations about him in social media. …

Learn how Tiger's reputation has been impacted by the accident and news of the affairs through an analysis of conversations about him in social media.

Analytics by Social Radar

Published in Sports , Technology
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  • 1. Contacts: Blake Rhodes (415) 531-9586 Suzanne Zurn (202) 210-1353 Social Media Monitoring Case Study Tiger Woods: Measuring the real damage Dec. 3, 2009: Last week, the world received news of Tiger Woods being hospitalized with serious injury from a car accident. The world felt sorry for Tiger, wished him well, and waited in anticipation for news of his recovery. This week, the world has a different perspective. As details began to spill, the world had learned that his car accident was the result of Tiger fleeing from his wife as she chased after him, bashing his car with a golf club from news of his unfaithful behavior. How did the public react? How has the sentiment changed? Let’s do some research. First, let’s compare the topics of conversation around Tiger Woods before news broke of his alleged affairs. Tiger Woods Topics (Before News Broke of Affairs): Tiger Woods Topics (After News Broke of Affairs): PUBLIC RELATIONS | PUBLIC AFFAIRS | CRISIS COMMUNICATIONS | GOVERNMENT AFFAIRS 1625 EYE ST, NW, 6TH FLOOR, WASHINGTON, DC 20006 202.289.4001 FAX 202.777.2030 XenophonStrategies.com
  • 2. Tiger Woods Sentiment Before Accident: Tiger Woods Sentiment After News Of Affairs: We then go on to measure which topics were being discussed the most around Tiger Woods chatter. Below are some of the topics we analyzed. We included some of the hot topics, including the names of potential mistresses being mentioned. PUBLIC RELATIONS | PUBLIC AFFAIRS | CRISIS COMMUNICATIONS | GOVERNMENT AFFAIRS 1625 EYE ST, NW, 6TH FLOOR, WASHINGTON, DC 20006 202.289.4001 FAX 202.777.2030 XenophonStrategies.com
  • 3. We also wanted to take a quick peek at the Nike. Let’s see if there’s any real effect or association of this negativity with their brand. Tiger Woods mentions within Nike chatter PUBLIC RELATIONS | PUBLIC AFFAIRS | CRISIS COMMUNICATIONS | GOVERNMENT AFFAIRS 1625 EYE ST, NW, 6TH FLOOR, WASHINGTON, DC 20006 202.289.4001 FAX 202.777.2030 XenophonStrategies.com
  • 4. Nike Sentiment within Tiger Woods conversations Nike BEFORE: Nike AFTER: Nike’s negativity did increase this past week, but not significantly. We can certainly conclude that Nike’s brand wasn’t severely affected by this mess. However, Tiger Woods’ brand certainly has been. It will be interesting to see how this plays out and how this continues to affect his brand in the coming weeks. Posted by Adam Coomes on December 3, 2009 www.buzzstudy.com PUBLIC RELATIONS | PUBLIC AFFAIRS | CRISIS COMMUNICATIONS | GOVERNMENT AFFAIRS 1625 EYE ST, NW, 6TH FLOOR, WASHINGTON, DC 20006 202.289.4001 FAX 202.777.2030 XenophonStrategies.com