Saturday, February 04, 2017

Twitter Reacts to Nordstrom, Neiman Marcus dropping Ivanka Trump Line

This week it was reported that Nordstrom & Neiman Marcus have dropped the Ivanka Trump line. Nordstrom has asserted that this is not a political statement, it has to do with poor performance. Yet Rosemary Young, the senior director of marketing at Ivanka Trump, has noted that the brand continues to expand across categories and distribution with increased customer support, leading them to significant YoY revenue growth in 2016.... So there seems to be some disconnect there on how Nordstrom and Ivanka Trump Brand view its revenue success.

What is interesting is that via twitter and other social media we can measure how people are talking about this piece of news and their reaction to it. It is the modern form of talking with your friends after class, or with your coworkers at the watercooler. Social media chatter over Nordstrom news spiked last week, with a 336% increase in mentions over the last 2 days. Brandwatch has also compiled sentiment on Nordstrom as well over the last week. While yes, many liked the move Nordstrom made, with 68.3% positive one day, yet then negative sentiment also increased one day to 52.5%.

The aspect that social media adds to the conversation has changed the way we hear news. In fact, I initially saw this article from a friend who shared it on Facebook, and from then on almost had a multiplier and network effect where within hours and days I saw it everywhere- twitter, instagram, facebook, etc. As we go forward with this class, and soon to be graduated and on to many different endeavours, it is important to keep in mind the powerful effects of social media in getting the word out.

Check out the original article:  Twitter responds to Nordstrom & Neimans dropping Ivanka Trump

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