Info iconThis preview shows page 1. Sign up to view the full content.

View Full Document Right Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: o o large f o r a single seat, Smith went ballistic o n Twitter, berating So uthwest’s service to his tho usands o f o nline f o llo wers. So uthwest respo nded that same evening via Twitter, po sting, “I’ve read the tweets all night f ro m @ThatKevinSmith—He’ll be getting a call at ho me f ro m o ur Custo mer Relatio ns VP to night.” In the event o f a majo r crisis, f irms can leverage o nline media o utside the so cial sphere. In the days f o llo wing the Do mino ’s incident, the gro ss-o ut video co nsistently appeared near the to p o f Go o gle searches abo ut the f irm. When appro priate, co mpanies can buy ads to run alo ngside keywo rds explaining their po sitio n and, if appro priate, o f f ering an apo lo gy.S. Grego ry, “Do mino ’s Yo uTube Crisis: 5 Ways to Fight Back,” Time, April 18, 2009. Ho meo pathic co ld remedy Zicam co untered blo g po sts citing inaccurate pro duct inf o rmatio n by running Go o gle ads adjacent to these links, co ntaining tag lines such as “Zicam: Get the Facts.”Zicam had regularly been the victim o f urban legends claiming negative side ef f ects f ro m use; see Sno m, “Zicam Warni...
View Full Document

This document was uploaded on 01/31/2014.

Ask a homework question - tutors are online