This Is How Fast Sentiment Can Shift When You Screw Your Customers
Equifax was putting together a solid 2017 run — up 20% on the year. But that changed quickly on September 7th after a massive data breach was revealed to everyone. A hacker was able to get credit reports and data on more than half the American population. The stock dropped 13% the next day and it’s now down 20% YTD.
The only thing more jarring was the incredibly sharp swing in sentiment on the StockTwits $EFX (Equifax) stream.
The stock saw a 90% decline in 30 day average bullish percentage from 100% on 9/6 to just 10% on 9/7 — demonstrating just how fast brand perception can change and the implication that it has in the market.
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