I had a good chuckle when reading the Wall Street Journal's blog post, "J.C. Penney Shares Spike After Nina Garcia’s Tweet" this week. J.C. Penney has gone through its fair share of ups and downs over the past year, as anyone who has followed the company knows. From being blacklisted by Google after the retailer used black hat SEO tactics during the holidays (a clothing retailer's busines shopping season, by far) to purposely creating a gay Father's Day ad that went "viral" on Facebook and video sites to reversing its no-coupon-just-discounts policy, the new CEO has really shaken things up. So I was quite surprised to read that J.C. Penney's stock shares went up after a single tweet--but it really does show the influence of certain individuals (namely, celebrities) have on this social medium.
Nina Garcia is the fashion director at Marie Claire and a judge on Project Runway and when she tweeted, "I’m @jcpenney’s HQ. Thank you Ron Johson for the walk through of JCP’s prototype. Get ready to shop! Its going to be a game changer!", apparently the world listened--at least enough to cause the stock price to go up. As the new “resident style voice and fashion collection curator” for J.C. Penney, her tweet was clearly planned, so I remain surprised that it could have that much influence.
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