Social media does play a significant role.
It did for SUD the other week, look at price query dated 17/10, 2 peeps were tweeting. The coy had no other explanation for the sudden increase in volume and SP spike. Both users were given a holiday from HC, as they were also posting there as well.
Check out the announcement.
BUD Price at posting:
10.5¢ Sentiment: Buy Disclosure: Held