Magazine article Risk Management

Can't Buy Me Like

Magazine article Risk Management

Can't Buy Me Like

Article excerpt

CAN'T BUY ME LIKE

How Authentic Customei Connections Drive Superior Results

by Bob Garfield and Doug Levy

Back In the day, marveling used to be simple. All you really needed to do was buy some advertising space In Oie mass media outlet of your choice, and if you struck the right note, customers would be convinced to buy what you were selling. But then along came social media. Now companies have a new way to Interact with the public. But unlike the onesided echo chambers of oW, consumers can have their say too.

It hasn't always worked out the way companies have hoped- Last year, for instance. McDonald's created s Twitter campaign centered around the hasmag ffMcDStorres, They hoped customers wourd shere their positive McDonalds experiences. Instead, disgruntled patron s began posting horror Stories like. "Found a dirty band aid In the bottom of the take out bag. KMcDStorles" and "Hair In my Big Mac #McDStories." What McDonald's. Like any other company that has found Itself in the middle of a social media-based repotational disaster, failed to understand is that companies no Songer have total control over the message they want to project. …

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