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.