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Lecture 10

JOUR 331 Lecture Notes - Lecture 10: Yelp

Course Code
JOUR 331
Yan Shan

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JOUR 331- 11/14
What is Social Media Monitoring?
-the continuous systematic observation and analysis of social media networks and social
Which Companies Should Do It?
-big and small
-consumer product brands
-B2B (business to business)
The Force Awakens on Twitter
-Hollywood tracks social media chatter to target hit films
What if brands don’t monitor and respond to their social media?
-the Kryptonite Lock Company→ man posted video online showing how you can use a pen to
unlock the lock easily
Consumer comments are not the only one that should be monitored
-2009, 2 domino’s employees from a branch in NC uploaded a hoax video on YT, showing
disturbing images of themselves
-the video had been viewed more than a million times on YT in a few days before
-showed as the top result of google search for domino’s pizza
Why is monitoring essential?
-know where you stand
-jump on opportunities
-crisis control
-identifying influencers
-learn what works
User Co-Creation of Brand Messages
-fb posts, tweet, yt videos, amazon reviews, yelp, and blog posts
-credibility and authenticity of user-generated content
Consumer Power:
find more resources at
find more resources at
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