Community feedback may predict a company’s financial performance
Just finished an article on the Kellogg Insight web site discussing research findings on mavens, community, and influence.
Using key work semantic analysis on the community postings, the Kellogg researchers determined those knighted as “influencers” are able to disproportionately sway opinion vs. the average community member. And more often than not, influencers took positions on a product’s performance and whether or not to buy the product.
This could be a great tool for those in the financial services industry. More specifically for analyst who follow and analyze earnings of product based companies. By using an online community and deploying a systematic research focus, it may be theoretically possible to determine how well a new product might perform in the market place. And, if it is a highly visible product (from a company’s revenue generation perspective) the community’s response could be a leading indicator on the impact the company’s bottom line.
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