CCT356H5 Lecture Notes - Lecture 5: Reputation Management, Online Shaming, Brand Management

• School: UTM
• Department: Communication, Culture and Technology
• Course: CCT356H5
• Professor: Michael Jones

Document Summary

Red cross, nenshi: calgary mayor nenshi is popular on social media, and caused jealousy in. Torontonians dealing with ford: personally engaged brand, do(cid:374)e (cid:271)adl(cid:455): da(cid:396)k ho(cid:396)se esp(cid:396)esso, a(cid:373)(cid:455)"s baki(cid:374)g co(cid:373)pa(cid:374)(cid:455), pr justi(cid:374)e a(cid:272)(cid:272)o, do(cid:374)"t (cid:271)e defe(cid:374)si(cid:448)e o(cid:396) offe(cid:374)si(cid:448)e. Justine sacco, pr for iac, posted racist tweet about africa and aids before boarding plane and being inactive on social media for 11 hours: gained notoriety in the air, deleted her account upon landing, but was. You(cid:396) questio(cid:374)s(cid:863) (cid:272)a(cid:373)paig(cid:374) lau(cid:374)(cid:272)hed to add(cid:396)ess food (cid:395)uestio(cid:374)s head o(cid:374: now integrated as front page of the brand web page, mostly defusing rumours, also addresses product questions, ex. veggie, halal options. Informative, engaging content, addresses head on issues: directly addresses those raising issues, ex. Doritos and superbowl: crowdsourced television ads, cheap production (beyond contest costs, encourages crowd participation with brand. Increases brand loyalty: creates content that appeals to core demographic by definition, crowdfunding as marketing.