Hot on the heels of Anton du Beke's complaint-raising comments on Strictly Come Dancing, and Brucie's fudged defence of his colleague came Dannii Minogue's "joke" at the expense of X-Factor contestant Danyl Johnson.
Briefly, Dannii chose to question the sexuality of Danyl, the bookie's early favourite to win this year's X-Factor, following an outstanding performance on the first live show of the series. The studio audience and Dannii's fellow judges appeared stunned at the remark, but how did the online community react? We've used RBH Radar to take a look.
Sentiment
Looking at Dannii's sentiment over the weekend of 3rd/4th October, we can see that 71% of posts were positive. Following the incident, this position was virtually reversed with 65% of posts being negative - clearly the great British public misunderstood the 'joke'!
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Keywords
Not surprisingly, the majority of the online chatter about Dannii last weekend focused on her comments to Danyl. Here's a snapshot using RBH Radar - the larger the words are in the cloud, the more times they were mentioned in chatter:
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Where words appear in red they are negative in their sentiment - so not only has Dannii damaged her own online reputation, but she has also brought controversy to the show itself, as shown by the large red X Factor reference on the top row of the word cloud.
Channels used
Finally, we can see the channels used to create the glut of comments about the incident, and this is where the immediate impact social channels can have on brands is clear to see - almost all the comments were placed on microblogs such as Twitter and Facebook Walls. So within minutes of Dannii's gaffe thousands of people had cast their verdict:
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Conclusion
As we can see, Dannii clearly has a lot of grovelling to do if she's going to reverse her brand perception.
To find out how RBH Radar can give you the information you need to understand your brand within social media call Paul Bennison or Gray Dudek on 01675 443939.
