“A week ago, I suggested that Apple’s victory over Samsung, after last month’s eagerly awaited patent verdict, could hurt Apple and its reputation more than it would Samsung’s. That seems to be how it’s turning out,” Haydn Shaughnessy writes for Forbes. “Worse, for Apple, the reaction against the brand is coming from its own fan base. Following the verdict, a significant proportion of comments on the Apple Facebook page, were strong reactions against Apple’s use of the patent laws for what was seen as trivial innovation.”
Shaughnessy writes, “That is one of the conclusions drawn by researchers at Media Measurement Ltd, a London based social media analysis company who undertook an initial review of social media commentary on the verdict for me. Their most serious conclusion is that the patent trial alienated members of Apple’s core fan base, those advocates and defenders who have provided Apple with staunch support down the years.”
“The proportion of negative posts attributed to Apple and Samsung was about the same, each incurred about 62% negative sentiment. Now that might be partly attributable to the analysis software’s lack of sensitivity to the core discussion but Media Measurement used Radian 6, a commonly used sentiment analysis tool,” Shaughnessy writes. “What it means is that Apple picked up just as much negative sentiment as Samsung did.”
Shaughnessy writes, “But the big loss for Apple was on its own Facebook page, according to Media Measurement. ‘Prior to the verdict, posts on Apple’s Facebook page covered a range of topics, including technical queries, questions about the release of products, complaints about price and product performance, and general messages of support and praise. In the week following the Apple/Samsung verdict, 40% of the posts specifically referred to the trial.'”
Read more in the full article here.
MacDailyNews Take: Samsung and Apple picked up equal amounts of negative sentiment, but because immediately after the verdict that’s what most people were discussing (including any astroturfers sent to Apple’s Facebook page, if, of course, there were any), that infers that the verdict could hurt Apple more than Samsung? Specious, to say the least. Of course, in the week following the Apple/Samsung verdict, 40% of the posts specifically referred to the trial. Based on our site’s numbers, we would’ve expected significantly more than 40%.
Shaughnessy’s Dvorak Jr. act with his let’s-pretend-to-take-Samsung’s-side meme is wearing thin already. At least base your hit-whoring on facts, dummy.
Why the Apple vs Samsung verdict is a big mistake or something – August 27, 2012