Dive summary:
- McKinsey & Co have revealed the results of a study of an unnamed telecom company which showed a 8% decline in signups after some negative online buzz.
- This news comes after an announcement from Coca-Cola that the vendor was unable to find any direct sales impact from social media buzz, positive or negative.
- At recent conference, other large firms were unable to show direct sales impact from social media, but there is data to support returns on digital advertising.
From the article:
"The conference did produce research suggesting that social media drives viewership of TV programs, albeit modestly. A study to be presented by the Council for Research Excellence reported that 1.5% of survey respondents said social media drew them to existing TV shows and 6% said social media drew them to new shows. But other online media, TV promotions and offline communications played bigger roles."