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How many cars has Carmax sold this week compared to the same week last year?

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Positive social media sharing cannot save Build-a-Bear shares, unfortunately

1 month ago by Jared Russo in Earnings

Whatever you may think of Build-A-Bear Workshop ($NYSE:BBW), its alternative data is actually stellar. The company currently lists 433 jobs on its websites, has 260,000 Instagram followers, a rising employee count, a growing Twitter following, and more Facebook likes than ever.

And yet, it's stock has been tanking for years and now it's at an all-time low.

After its quarterly earnings call last week, Build-A-Bear suffered a worse loss than expected with -$0.40 per share. It's been bleeding over the last several quarters, losing more than what was projected, and we imagine stores and employees might be next to cut costs.

The number of people who listed Build-A-Bear as their employer went up 54% since 2016. The stock has fallen 81% in that same exact time.

What's so odd about this whole situation is the social media data looks good! Twitter continues to climb at a steady pace. Since 2015 the brand saw an additional 13,000 followers hop on board, which is equivalent to a 25% jump.

And you can see the inception of the Build-A-Bear Facebook account in 2015, and how thousands of people liked it over time.

About the Data: 

Thinknum tracks companies using the information they post online - jobs, social and web traffic, product sales and app ratings - and creates data sets that measure factors like hiring, revenue and foot traffic. Data sets may not be fully comprehensive (they only account for what is available on the web), but they can be used to gauge performance factors like staffing and sales. 

Further Reading: 

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Jared Russo

Jared is an editor for Thinknum, and has been writing for more than a decade. He previously worked at AOL, Vice, Google, Dotdash, and Sirius XM.

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