Lift9 Blog Social Media Solutions

2Feb/1022

Tiger Woods – 1 month later

It's been about a month since the Tiger Woods scandal was in the news.  So what's happened? Based on an analysis using SM2 from Alterian as well as a few other analytical tools, we took a look at the conversations occurring in social media. As one would expect, the topic is not as popular a story in social media anymore. However, there is still a lot of conversation that is occurring.  And interestingly enough, sentiment is still extremely negative.  Apparently, it will take some time for Tiger to rehabilitate his reputation.  Former sponsors that have distanced themselves from Tiger, seem to have improved their reputations. Those that are still associated with Tiger, continue to have a negative perception. Our team has found some very interesting insights:

  • The busiest day for social media was December 3, after Tiger released his public statement.
  • Many more women expressed an opinion than men, yet negatives equaled positives for each gender.
  • Men tired of the story in the news much faster than women.
  • Twitter sentiment was 67% negative to 4% positive.
  • Recently positive sentiment has increased to 13%, but negative has also grown to 71%.
  • The most watched video was from Taiwan, showing that the story had an international audience.
  • Brand mentions decreased significantly one month later. However, those still associated with Tiger have high negative sentiment.

Please read the entire report below.

Tiger Woods Analysis From Lift9

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  1. Hong Nguyen
    February 2nd, 2010 - 18:36

    A month is sometimes just a blink in one man’s life. But i’m pretty sure for Tiger Woods, such time could been as long as centuries. After all, he really made a hit on social media (which not lots of men could barely do that with even a year or so =)) )

  2. Jim Reynolds
    February 3rd, 2010 - 08:21

    Like always guys great work! The extra male vs. female perspective was something that few other companies actually highlight. Nice touch!

    Jim Reynolds
    Alterian (Formerly Techrigy)

  3. Vince
    February 12th, 2010 - 07:07

    As far as i am concerned men who are negative on this are either Gay or totally dishonest (or complete cowards / well both – as they probably fear retribution from the wife – lol ). In the real men’s world, he’s a hero and make us proud to be men. I do really think sponsors should bank big time on Tiger. I’d buy anything branded Tiger Woods right now.
    Think the marketers should get their research right and spend a bit more time a the pub listening to what blokes say instead of talking nonsense.
    A consumer


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