...Straughan H TE D FIGHTING THE SOCIAL MEDIA WILDFIRE: HOW CRISIS COMMUNICATION MUST ADAPT TO PREVENT FROM FANNING THE FLAMES CO PY Copyright © 2010 Allison R. Soule ALL RIGHTS RESERVED ii RI G H TE D ABSTRACT Allison R. Soule: Fighting the Social Media Wildfire: How Crisis Communication Must Adapt to Prevent from Fanning the Flames (Under the direction of Dr. Lois Boynton) When a nine-month correspondence seeking reparations for musical instruments damaged by United Airlines employees stalemated, Canadian musician Dave Carroll took action online. Utilizing the video-sharing Web site YouTube, Carroll narrated his ordeal went viral generating a torrent of negative YouTube comments about United, commentary from the mainstream media, and more than 3 million views the first week of its launch. United Breaks Guitars embodies the new phenomenon of a social media wildfire in which the rapid proliferation of information through social media causes severe reputational damage to organizations whose crisis communication plans are ill equipped to handle online dilemmas. CO iii PY Using symbolic interactionist theory, this case analysis explores the phenomenon in detail and provides suggestions for how organizations must re-evaluate existing crisis communication plans to respond effectively to an online audience in the billions. RI G H through the lyrics of a music video entitled United Breaks Guitars. Within hours, the video ...
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...gather a wide-ranging amount of examples that relate to the topic at hand. At this point I narrowed down my research into a topic that I knew I would have additional resources on at home, hence focusing more on how social media shapes an individuals’ perceptions of themselves and others. I gathered academic books I have in the areas of Sociology and searched for particular chapters addressing social media and its cultural impacts on society. I was able to apply this information to my report as one of the books specifically had an entire chapters on digital sociology, media and popular culture which could relate to the approach...
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...hair color market L'Oreal Paris was keen to break out of the traditional industry rut to revitalize its hair color lines. The hair color industry and consumers are changing and going from old to young, from salons to homes. In this changing landscape L'Oreal should try to break the traditional rut by introducing new product lines that incorporate the trends in the market. Social media is an important tool in the process of developing and managing new product lines. L'Oreal should integrate social media from inception to market launch and integrate it within their Marketing strategy. They should use tools and platforms like Google Analytics, Youtube, Pinterest in process of devising push and pull strategies to then solve their overarching challenges of line extensions. Social media should also be continually use to optimize marketing strategy based on consumer feedback. Statement of Problem/Opportunities/Objective: L'Oreal was faced with analyzing the market trends in hair coloring segment, possible course of response from L'Oreal and social media integration for better marketing strategy. The overarching issue L'Oreal was facing was to understand how can they integrate social media into their marketing strategy for the new hair color product. The problem was further divided into following categories: Challenge #1- Trend or Fad?: The marketing team's first challenge was to understand how to use social media to identify upcoming trends, decide if it is...
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...they eat and drink. Our mission at Smart Vodka is to provide a low calorie vodka that today’s social drinker demands. So we have created a vodka which carries a variety of flavors such as, Pineapple, Cherry, Watermelon, and lemon Lime and they all are low in calories. Our mission is to allow our customers to indulge in their cocktails and enjoy leisure times without feeling guilty about. Our society has become more health conscious and this is why we came up with the product Smart Vodka. Smart Vodka is one of a kind because he carters to all types of beverage drinkers. We have distribution all over the United State and looking to expand globally. Through our efforts to help build awareness when it comes to drinking, adding slogans to strengthen drinking responsible etched into our bottle will give our consumers something to think about while having a cocktail spirit. So drink respectively with one of a kind Smart Vodka; “Encouraging responsible decision making is a strong business model for us when promoting our premium quality brands, In fact we discourage abusive consumption of our brands and urge consumers who choose to drink to do so responsibly.” Grey Goose. Mission statement Conduct a competitive analysis in which you explain the sources of competition, the strengths of your competitors’ companies, and the other factors affecting your ability to compete. Competitive Analysis Smart Vodka is the only spirit company located in Cherry Hill, NJ area that focuses on low...
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...Plan 1. Problem analysis 2. Course of Action 3. Strategic Communications Plan 3.1) Communication Infrastructure 3.2) Nestlé Communication goals 3.3) Target Audience 3.4). Image Enhancement Message 3.5) Communications Channels and Outlets 3.6) Facebook as Communication Channel 3.7) Strategies for Social Network Communications 3.8) Strategic Communications Plan Key Performance Indicators 4. References Problem Analysis Nestlé has established itself as a leader in the world of nutrition and foods. However, the attack by Greenpeace that Nestlé fell subject to has taken its toll on the company image, as well as on the market price of company shares. The purpose of this document is to highlight the course of action that was taken, the problems that occurred as a result of these actions as well as solutions. Also included in this document is a proposed strategic communications plan that can be implemented by Nestlé to manage all its online & social media communications. The environmental awareness group Greenpeace claimed that Nestlé was contributing to deforestation by using palm-oil because suppliers expanded oil-palm plantations, paying no heed to the lives of the orangutans which inhibit the forests which would be lost. Greenpeace then proceeded to lead its attack on Nestlé by posting an altered version of Kitkat’s “Have a Break” video on YouTube. This...
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...QANTAS AIRWAYS MEDIA STRATEGY ANALYSIS WITH EMPHASIS ON 1ST CLASS TARGET MARKET USING TELEVISION AS A MEDIA CHANNEL ABSTRACT This paper explores the current media advertising strategy of Qantas Airways in the recent past. The research seeks to evaluate these strategies against those used by its main competitors with a view to recommending the most suitable media campaign strategies that can be employed to maintain Qantas Airways dominance in market share in the domestic home market and increase its standing as regards the international flights market. The analysis will take into consideration certain aspects such as the main media objectives, the strategy rationale; the media class selection rationale/evaluation, budget approach, and estimated performance results with regard to the reach anticipated in the television segment. The main target of any media campaign has been identified as the first class sector and so the bulk of the concentration of this analysis is geared towards that end. Keywords: Qantas Airways, media, advertising, television QANTAS AIRWAYS MEDIA STRATEGY ANALYSIS WITH EMPHASIS ON 1ST CLASS TARGET MARKET USING TELEVISION AS A MEDIA CHANNEL Queensland and Northern Territory Aerial Services (QANTAS) Airways according the online encyclopedia, Wikipedia, dominates the Australian domestic market with a market share of 65%. This figure is corroborated by the latest January 2012 Qantas report on independent airline review website...
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...Consider It Done Catering Marketing Analysis DaLayn G. Bing Devry University Table of Contents Table of Contents 2 Abstract 3 Executive Summary 4 Company Description 5 Strategic Focus 6 Mission and Vision Statement 6 Goals 7 Core Competency and Sustainable Competitive Advantage 7 Situation Analysis 8 SWOT 8 Industry Analysis Competitor Analysis 9 Company Analysis 10 Customer Analysis 10 Market Product Focus 11 Market and Product Objectives 11 Target Market 11 Points of Difference 12 Positioning 12 Marketing Program 13 Marketing Strategy 13 Pricing Strategy 13 Breakeven Analysis 13 Promotion Strategy 15 Place (Distribution) Strategy 16 Financial Data and Projections 17 Past Sales Revenue 17 Five Year Projections 17 Organizational Structure 17 Implementation 18 Evaluation and Control 19 References 21 Abstract The goal and objective for Consider It Done Catering is to expand the business and introduce a more complete catering service to the Utah county area. This expanded business is an opportunity to bring meal carts to the business area, fine dining events for wedding and reunion parties. It would also include wedding and hors d’oeuvre refreshments, and smaller functions...
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...Plan of the project: 1) What is hippotherapy? 2) Analysis of the organization 3) SWOT analysis 4) Target Audience 5) Objectives PR campaign 6) Task of PR campaign 7) Plan of the PR program 8) Work plan of preparation for the conference "Hippotherapy-riding to health" 9) Information for controllable mass media 10) Information for non-controllable mass media 11) Budget 12) Press kit: * Press release * Information about organization * Biography of the CEO * List of quotations * Logo * Questionnaire for journalists What is hippotherapy? About hippotherapy known since the time of Hippocrates. He claimed that the wounded and the sick get better faster if they ride on horseback, and melancholic part with their dark thoughts. In the middle of the XVIII century the encyclopedist Denis Diderot, in his treatise: "About riding and what it means to maintain health and to find it again", wrote: "Among the exercise the first place belongs to ride. It can be used to treat many diseases, but may also prevent them befores they appear." Hippotherapy is a comprehensive and multi-method of rehabilitation, a form of physiotherapy (physical therapy), where tools for rehabilitation are the horse, the process of riding and exercising that a person does during riding. While riding all the major muscle groups of the body receive a work out. This occurs at a reflex level, because sitting on the horse, moving along with it, the...
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...Define management information systems (MIS) and describe the three important organizational resources within it – people, information, and information technology. 2. Describe how to use break-even analysis to assess the financial impact of information technology. 3. Describe how to use Porter’s Five Forces Model to evaluate the relative attractiveness of and competitive pressures in an industry. 4. Compare and contrast Porter’s three generic strategies and the run-grow-transform framework as approaches to the development of business strategy. CHAPTER SUMMARY This chapter serves two primary purposes. First the chapter introduces your students to the broad notion of management information systems within an organization and the three key resources on which MIS focuses – people, information, and information technology. Second, the chapter jumps right into the process of appropriately selecting which technologies to use based on the industry in which your organization operates, the identified business strategies for competing in that industry, and how to assess the impact of technology. The primary sections of this chapter include: 1. MIS Resource #1: Information 2. MIS Resource #2: People 3. MIS Resource #3: Information Technology 4. Financial Impact of IT: Break-Even Analysis 5. Industry Impact of IT: Porter’s Five Forces Model 6. Strategy Impact of IT: Porter (Again)...
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...relatively identical creating a sense of familiarity for customers. Each location offers the same products and will offer the veggie patty when it becomes available. The small number of locations also allows In-N-Out to maintain excellent product quality and service in each of its restaurants. The marketing for the new veggie patty will follow In-N-Out’s original marketing strategy. The social media advertisement will be limited and the product rely on word-of-mouth marketing. Promotional resources for the introduction of the veggie burger will focus on three areas: Online marketing. Traditional media channels are no longer reaching the amount of customers that they did in the past. Online social media is replacing basic television, newspapers, etc. In-N-Out has always done very well on social media apps such as Facebook and Instagram. By deploying previews of the veggie burger on these platforms, In-N-Out can create a buzz among followers. Word-of-mouth marketing. In-N-Out has always relied heavily on word-of-mouth marketing. Excited followers and customers will share In-N-Out’s social media posts to spread awareness. Satisfied customers will also recommend the product to prospective...
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...There have been several previous studies focusing on how media misrepresents people of color. Many have found that although people of color have progressively been able to break down barriers while entering the television industry, they are still often negatively portrayed through local television news. For example, in the journal article “Broadcast News Portrayal of Minorities” by Roger D. Klein and Stacy Naccarato, the authors discuss the negative media portrayals of people of color provided by local television news. They were able to point out that people of color are aware that the local news often portrays them in a negative light and they believe that this is done intentionally (Klein & Naccarato, 2003). The authors provide some explanations for the reasoning behind why local news may misrepresent people of color. They suggested that it is due to a few factors, which includes the policy of ethnic blame and the idea of incognizant racism. According to the article, ethnic blame suggests that since many of the owners of mass media organizations are White, they tend to influence news content of the media by portraying their group in a favorable light while placing blame on people of color for the crimes being committed (Klein & Naccarato, 2003). Incognizant racism is the idea that one may not be aware of their negative or inaccurate perceptions of someone of a different background (Klein & Naccarato, 2003)....
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...at Rs. 254 crores. However, in 2014, GameIncorp registered its first decline in sales. Furthermore, 2015 too appears to be bleak as per the forecast. The company has projected a 15 percent decline in quarter-on-quarter sales for Q1. GameIncorp had conducted an in-store survey. The objective was to understand the buying behavior of its target market. Buyers ranked “product quality” and “ease of purchase” above “affordability” as factors that influence a purchase the greatest. GameIncorp has scheduled a meeting the following Monday with your team at their headquarters in New Delhi. The company is looking for insights about the market and what it could do in the coming years to become competitive again by 2018. Perform a detailed analysis with the data provided by the company. Campus Maverick—Round 1 1 Industry data: Competitor data Sport equipment industry growth rate (%CAGR) and Profit Margin (PM) in % (2015) Sport Revenue spilt by region of top players in % (2015) Projected Growth PM West PM East PM South PM North Cricket 9 12 19 22 20 North South East West Overall CAGR Market share in% Football 21 24 13 19 27 Comp 1 21 26 21 32 8 22...
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...Social Analysis Report Children Obesity Mengtong Huang Holly Lachapelle Jung Ohyeon Professor Fidaa Shehada Global Citizenship (GNED500204) Due date: December 3, 2015 Introduction of children abesity and connected with GNED 500(by Holly Lachapelle) The topic of our social analysis is child obesity. As far as we know, childhood obesity is becoming a growing epidemic in the modern world. According to Centres for Disease Control and Prevention, “The percentage of children aged 6–11 years in the United States who were obese increased from 7% in 1980 to nearly 18% in 2012. Similarly, the percentage of adolescents aged 12–19 years who were obese increased from 5% to nearly 21% over the same period.” (Ogden,2012) These numbers are concerning because childhood obesity leads to long term health risks including diabetes, heart disease and many cancers. As our society becomes increasingly technologically driven, our youth are becoming less and less physically active. Today’s children are more likely to send a friend a text rather than run over to their house and “call on them”. Modern conveniences and entertainment such as videogames, television, the internet, facebook and kid-friendly fast food joints play a major role in the growing rate of childhood obesity. Currently there are many efforts being made to slow down or reverse the negative effects of living in modern day society for our children. Some of these attempts include increased awareness about nutrition and...
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...Most of all determine the agent used and was prepared to have the necessary medications to combat the agent. I would be contacting poison control to assist I would hope to have a list of Military Doctors to assist with any advice with the agents who could have been used. Delegation would be key for the me as the director to have a sound staff to assist with the workload, tensions will be high during this time and very stressful and as a director. Potential advantages within the agency would be he or she would have already been surrounded by good members and are highly trained for any circumstance. The public would be a key factor in providing feedback and how severe the reaction is. Private sectors could be a resource such as news media, and public works. The water department would be key in testing the water ways and determine who is infected, as well I would notify the Environmental Protection Agency and the Department of Health. As with any communication there will be challenges between the different agencies because of limited information given by each agency affected by the contamination. Information from each resource will be critical during the early stages to prevent widespread panic by the public as well as his or her own staff, some of those obstacles would simply as away from family members during...
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...create open communication for concerns, recommendations and ideas for further evaluation to prevent problems and issues from forming in the future. Hockaday should enforce rules of language usage and force education of cultural competence. To form a social media account so the company can communicate to the public if needed and also in case of any emergency situations. To allow virtual team members to opt out of team leader if they are uncomfortable or unexperienced for the position. Lastly, to listen to Hockaday team members to identify changes or innovations that may need to take place in the Hockaday...
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