When President Trump sent an angry tweet in February blasting Nordstrom for dropping his daughter Ivanka’s clothing line from its stores, his supporters took to social media to intensify their previous calls to boycott the retailer. Nordstrom had reason to worry: Previous tweets from Mr. Trump calling out other brands, such as Lockheed Martin, had hurt share prices.

Instead, Nordstrom’s shares rose, and its business outperformed many of its rivals in the troubled retail industry in the months that followed.

It was an example of the “dichotomy” between what people say in the heat of a moment online and how they act offline, said Jay York, a senior digital marketing strategist at EMSI Public Relations. And it showcases the need for companies to monitor both online and offline conversations to get a true picture of how people feel about a brand and any controversies it may find itself embroiled in.

Read the full The New York Times article, here.

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