A bad buzz quick arrived

In this article we will talk about how brands use social networks to influence their reputation or even how social networks influence the reputation of brands. On social networks, everyone shares what they like but more what shocks them, what upsets them, what displeases them. The trend on social networks is rather to rant and criticism. Information circulates very quickly, and a bad buzz is quickly arises. What unfortunately also happens to brands. Especially at H&M. In 2018, the big brand published a picture in the children's section of a little black boy wearing a sweatshirt that reads "coolest monkey in the jungle". Immediately after this picture appeared, Tweeter ignited.

More than two million Internet users have strongly criticized this choice made by the brand.

This bad buzz created a small revolution within the brand that for several weeks had a very bad image and many Internet users refused to continue to consume their product. Many brands have also suffered of bad buzz (Dove, Chanel, D&G …) However a bad buzz, certainly give a bad image but make a lot of talk about the brand and restores popularity. These are why some purposely create them to benefit from the positive aspects. We can see it with Nike who in 2018, teamed up with Coline Kaepernick, American football star for an advertising campaign. This campaign will create a monumental buzz on the Internet following the past of Colin Kaepernick. Unexpected results for Nike causing a 31% increase in online sales during the weekend following the start of the campaign and generating more than 8.2 million mentions on social networks.

To conclude, with the increasingly huge growth of social networks, it has become very simple to ruin the image of a brand as soon as it makes the slightest mistake or that marketing goes a little too far depending Internet users.