Nielsen’s Pete Blackshaw has been following consumer buzz in blogs, Twitter tweets and more surrounding the peanut butter Salmonella scare. In this video, he offers practical defensive branding tips and tactical advice.

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Consumers Spread Word Of Peanut Butter Recall Online

As part of Nielsen’s kickoff presentation to the Advertising Research Foundation (ARF) research summit, Nielsen Online presented two Brand Association Maps (BAM) illustrating how consumers’ online conversations have affected peanut butter in the wake of a nationwide Salmonella scare. What’s clear in looking at the pre- and post-event BAM maps is that online conversations about peanut butter soured very quickly. Once the first FDA report alerted consumers to salmonella-tainted peanut butter, online buzz tripled in a few short hours. Moreover, discussion was dispersed …