We looked at each brand over a six month period, beginning three months before the crisis and tracking the three months following. We examined both volume of social media posts about the brands and the sentiment of each social media post before, during and after the crisis to determine the severity of the public’s reaction. By looking at the data for three months in advance of the crisis, we were also able to determine the average net sentiment for each brand and the time it took them to return to their pre-crisis standing.