For companies like MetLife that are caught in the middle of these angry social media storms, actions tied to divisive social issues can be a lose-lose proposition. A year ago, Nordstrom first faced calls for a consumer boycott because it carried the Ivanka Trump line of clothing. But it quickly drew another round of boycott cries from the other side of the ideological spectrum when it quietly stopped selling her products. [...]
But in the days since the Florida school shooting, the push for boycotts and meaningful change has mobilized faster than with previous mass shootings. Professor Schweitzer noted that reflected the fact that the survivors are teenagers who are well versed in the usage and power of social media. [...]
Still, in some cases, the rapid assembly on Twitter and Facebook may have resulted in a speedy response. In less than 24 hours, at least eight companies that had offered N.R.A. members discounts or special deals announced plans to separate or end affiliations with the organization, including Hertz, Enterprise and Avis Budget; SimpliSafe, which gave N.R.A. members two months of free home security monitoring; and North American and Allied Van Lines.
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