Categorization of Brand Backlash Storms
品牌负面影响的分级
While brand backlash (one example of a Groundswell) from social media tools are certainly an impact to the reputation of companies and how their consumers react, there are many different levels of severity from each.
社会化媒体工具对于品牌的反弹（英文原文为backlash，即海啸的一种）豪无疑问会对企业的声誉、消费者的反馈产生影响。这种影响根据其严重性可分不同的级别。
First, see this list of brands that were punk’d from social media, I’ll add some categorization to each of them as I can best gauge in coming days.
首先，请看被社会化媒体唱衰的品牌列表，我将会根据这些事件的不同为他们分级。
To help gauge the differences, I’ve constructed these categories of brand backlash storms (leaning on the Hurricane categorization)
为了便与区别，我已经为品牌反弹事件建立了分级（依据气象中的风暴级别来分）。
Category 1: Consumer revolt and use social media tools (Twitter, Blogs, YouTube) to tell their story, the brand doesn’t flinch, and there is no mainstream media coverage. Examples: A weekly, if not a daily occurance.
一级：消费者们利用社会化媒体工具（包括Twitter,博客,YouTube）来表达反感，被反弹品牌不会有强烈反应，而且主流媒体也不会进行相关报道。例如：（这种情况）出现的几率是以周为单位的，而不是以日为单位的。（译者按：是指负面影响出现几率不高。）
Category 2: The backlash extends beyond just social media tools (Twitter, blogs, YouTube), the brand makes changes based on consumer feedback, and coverage extends to mainstream media and press. Examples: Louis Vuitton brandjacked, Exxon Mobile’s Twitter experience.
二级：反弹拓展到社会化媒体工具（包括Twitter,博客,YouTube）之外，被反弹品牌会根据消费者反应进行回应，主流媒体也进行了相关的报道和消息发布。例如：LV的T恤事件与埃克森美孚的Twitter事件。
Category 3: Consumers use social media tools to spread backlash and there is considerable mentions from mainstream press. the backlash is more severe resulting in significant changes from the brand (hiring, firing, processes, policies or new teams put in place). This becomes a case study for social media books and is often discussed in social media culture. Examples: Dell Hell, Comcast Cares, Kryptonite Locks, Wholefoods CEO.
三级：消费者们使用社会化媒体扩散了负面影响，并且被主流媒体着重报道。这类反弹使品牌受到更显著的影响（企业因此产生雇佣、解职、处理，或推出相关策略、成立新团队等行为）。这会成为社会化媒体书籍中的案例，并会经常被评价、讨论。例如：戴尔笔记本爆炸事件，Comcast工程师解职事件， Kryptonite解锁事件以及Wholefoods的CEO事件。
Category 4: Number three plus short term financial impacts to the brand resulting in reduction of sales, revenue, increased costs, or impact to stock price less than 30 days. Examples: Apple Stock temporarily sinks from blog rumors.
四级：除了在三级反弹中提到的影响之外，社会化媒体对品牌拥有者的销售、收入、支出产生负面影响。同时，以30天为单位，导致其股价下跌。目前还没有相关实例。
Category 5: Number three plus brand backlash from social media tools resulting in long term financial impacts to the brand including reduction in sales, revenue, increased costs, and most importantly, stock price lasting over 30 days. In the most extreme cases, it causes closure of the business or bankruptcy. Examples: None.
五级：除了在三级反弹中提及的影响之外，社会化媒体对品牌拥有者的销售、收入、支出产生极其严重负面影响。同时，导致其股价下跌超过30天。在极端严重的情况下，这类反弹会导致企业倒闭或破产。目前还没有相关实例。
I hope this puts things into context when we see brand backlash incidents occur.
我希望当我们看到品牌反弹事件意外发生时，这个分级系统能够成为解读事件依据。