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 saw an uptick in January. 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.
A Look at the numbers
There are a number of ways to track brand perception. During my time at Razorfish, I have helped develop the SIM Score, a basic equation for calculating how a brand is faring on the social web. The SIM Score incorporates reach and likeability 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 the rest of Shiv Singh’s guest post on Mashable. You can read more by Shiv on his blog, Going Social Now.
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