Could the Toyota Recall Crisis Help the Brand?


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There's no question that Toyota is in deep trouble with its current recall crisis. But could these issues actually be helping its brand? Shockingly, an analysis of Toyota shows that its Social Influence Marketing (SIM) Score shows this. Who'd have thought that a crisis of such significant magnitude could actually help a brand's perception? This seems to be true, at least in the short term, even though sales may be dropping. Let me explain how.

simscore_chart.jpgThe SIM Score incorporates reach and like-ability using conversation data sourced from the major conversation monitoring vendors (in this case Radian6). In the month of January, Toyota saw an uptick in its SIM Score relative to its direct competitors. Counter intuitive? Yes, most certainly. And there are two explanations for this. Read my Mashable guest post that explains the SIM Score formula and why the graph looks the way it does.


Follow me on Twitter (@shivsingh) for more insights on digital strategy and social media.

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