Although an event that takes place in the offline world may be finite, it lives on in the online world. When a single incident becomes part of the Web, which is buzzing with real-time updates, critiques, and responses, the event takes shape, is assigned value, and is made into something significant. As a recent New York Times blogger put it, “the way we share, watch, read and otherwise consume content doesn’t happen on a linear timeline . . . the Web is always churning.” Sometimes, the aftermath of an event conveys more than the event itself.
Watching Apple announce the iPhone 5S and 5C last month was enlightening, but more revealing was tracking the fluctuating online consumer sentiment and response days later. Using Forrester’s NetBase social listening data, we measured the proliferating online discussion related to the Apple iPhone and recognized an immediate trend of negative commentary. Our data shows that while the amount of online conversation grew across a host of public websites, the positive sentiment regarding Apple iPhones plummeted, as the audience's brand perception became more negative.