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Unformatted text preview: astroturfing” and provide examples and outcomes of firms and managers who used social
media as a vehicle for dishonesty.
5. List and describe tools for monitoring social media activity relating to a firm, its brands, and staff.
6. Understand issues involved in establishing a social media presence, including the embassy approach, openness, and staffing.
7. Discuss how firms can engage and respond through social media, and how companies should
plan for potential issues and crises. Fo r an example o f ho w o utrage can go viral, co nsider Dave Carro ll.The co ncepts in this sectio n are
based o n wo rk by J. Kane, R. Fichman, J. Gallaugher, and J. Glasser, many o f which are co vered in
the article “Co mmunity Relatio ns 2.0,” Harv ard Business Rev iew , No vember 2009. The Canadian
singer-so ngwriter was traveling with his band So ns o f Maxwell o n a United Airlines f light f ro m
No va Sco tia to Nebraska when, during a layo ver at Chicago ’s O’Hare Internatio nal Airpo rt, Carro ll
saw baggage handlers ro ughly to ssing his guitar case. The musician’s $ 3,500 Taylo r guitar was in
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This document was uploaded on 01/31/2014.
- Winter '14
- The American, Trigraph, cial media, mo st, blo gs, mo st po