“The chatter changes and the stock price changes.”
Citing results that surprised the researchers, a new study claims that Twitter conversations about a company or product have a direct relationship with the firm’s stock price. If online chatter goes up so does the market valuation.
While previous research had demonstrated a positive relationship between Twitter conversations and sales, this was the first time a strong connection to stock price was shown.
From Texas Enterprise at The University of Texas at Austin:
“It surprised the daylights out of me,” McAlister says of her latest analysis of chatter’s effect. “I had thought it might have something to with sales. I thought sales might have an impact on brand equity. And there might be a remote impact on firm value.”
But the relationship was stronger and faster moving than that. “It’s immediate,” she says. “The chatter changes and the stock price changes.” This sort of information is of interest to investors, and some hedge funds have already begun using online chatter to guide investment strategy.
If you’re looking for ammunition to convince your executive team to take social media seriously, these experts just handed you a sky rocket.
Read the full story at Say What? Research Reveals Impact of Web Talk by Mark Henricks, writing for Texas Enterprise.