4.9: End of Module Summary
- Page ID
- 113259
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\(\newcommand{\avec}{\mathbf a}\) \(\newcommand{\bvec}{\mathbf b}\) \(\newcommand{\cvec}{\mathbf c}\) \(\newcommand{\dvec}{\mathbf d}\) \(\newcommand{\dtil}{\widetilde{\mathbf d}}\) \(\newcommand{\evec}{\mathbf e}\) \(\newcommand{\fvec}{\mathbf f}\) \(\newcommand{\nvec}{\mathbf n}\) \(\newcommand{\pvec}{\mathbf p}\) \(\newcommand{\qvec}{\mathbf q}\) \(\newcommand{\svec}{\mathbf s}\) \(\newcommand{\tvec}{\mathbf t}\) \(\newcommand{\uvec}{\mathbf u}\) \(\newcommand{\vvec}{\mathbf v}\) \(\newcommand{\wvec}{\mathbf w}\) \(\newcommand{\xvec}{\mathbf x}\) \(\newcommand{\yvec}{\mathbf y}\) \(\newcommand{\zvec}{\mathbf z}\) \(\newcommand{\rvec}{\mathbf r}\) \(\newcommand{\mvec}{\mathbf m}\) \(\newcommand{\zerovec}{\mathbf 0}\) \(\newcommand{\onevec}{\mathbf 1}\) \(\newcommand{\real}{\mathbb R}\) \(\newcommand{\twovec}[2]{\left[\begin{array}{r}#1 \\ #2 \end{array}\right]}\) \(\newcommand{\ctwovec}[2]{\left[\begin{array}{c}#1 \\ #2 \end{array}\right]}\) \(\newcommand{\threevec}[3]{\left[\begin{array}{r}#1 \\ #2 \\ #3 \end{array}\right]}\) \(\newcommand{\cthreevec}[3]{\left[\begin{array}{c}#1 \\ #2 \\ #3 \end{array}\right]}\) \(\newcommand{\fourvec}[4]{\left[\begin{array}{r}#1 \\ #2 \\ #3 \\ #4 \end{array}\right]}\) \(\newcommand{\cfourvec}[4]{\left[\begin{array}{c}#1 \\ #2 \\ #3 \\ #4 \end{array}\right]}\) \(\newcommand{\fivevec}[5]{\left[\begin{array}{r}#1 \\ #2 \\ #3 \\ #4 \\ #5 \\ \end{array}\right]}\) \(\newcommand{\cfivevec}[5]{\left[\begin{array}{c}#1 \\ #2 \\ #3 \\ #4 \\ #5 \\ \end{array}\right]}\) \(\newcommand{\mattwo}[4]{\left[\begin{array}{rr}#1 \amp #2 \\ #3 \amp #4 \\ \end{array}\right]}\) \(\newcommand{\laspan}[1]{\text{Span}\{#1\}}\) \(\newcommand{\bcal}{\cal B}\) \(\newcommand{\ccal}{\cal C}\) \(\newcommand{\scal}{\cal S}\) \(\newcommand{\wcal}{\cal W}\) \(\newcommand{\ecal}{\cal E}\) \(\newcommand{\coords}[2]{\left\{#1\right\}_{#2}}\) \(\newcommand{\gray}[1]{\color{gray}{#1}}\) \(\newcommand{\lgray}[1]{\color{lightgray}{#1}}\) \(\newcommand{\rank}{\operatorname{rank}}\) \(\newcommand{\row}{\text{Row}}\) \(\newcommand{\col}{\text{Col}}\) \(\renewcommand{\row}{\text{Row}}\) \(\newcommand{\nul}{\text{Nul}}\) \(\newcommand{\var}{\text{Var}}\) \(\newcommand{\corr}{\text{corr}}\) \(\newcommand{\len}[1]{\left|#1\right|}\) \(\newcommand{\bbar}{\overline{\bvec}}\) \(\newcommand{\bhat}{\widehat{\bvec}}\) \(\newcommand{\bperp}{\bvec^\perp}\) \(\newcommand{\xhat}{\widehat{\xvec}}\) \(\newcommand{\vhat}{\widehat{\vvec}}\) \(\newcommand{\uhat}{\widehat{\uvec}}\) \(\newcommand{\what}{\widehat{\wvec}}\) \(\newcommand{\Sighat}{\widehat{\Sigma}}\) \(\newcommand{\lt}{<}\) \(\newcommand{\gt}{>}\) \(\newcommand{\amp}{&}\) \(\definecolor{fillinmathshade}{gray}{0.9}\)- Bi-directional Communication: Social media enables real-time, two-way communication between brands and consumers, making it a highly effective tool for public communication. Organizations use platforms like Twitter and Facebook to broadcast timely messages and updates, crucial during events such as elections, disasters, and global sports.
- Community Management: Social media platforms are built around communities that reflect real-world networks. Effective community management involves creating, building, and nurturing these communities to foster engagement and loyalty. Community managers play a crucial role in guiding conversations and interacting with brand evangelists.
- Reputation Management: Social media is vital for crisis communication and management. It allows brands to monitor what is being said about them and respond proactively to potential crises. When a crisis occurs, social media provides a platform for the brand to communicate its side of the story and manage the situation effectively.
- Insight and Research: Social media is a rich source of demographic and preference-based data. Organizations can use social media tools to track mentions and sentiment, providing valuable insights into consumer perceptions. This data helps in planning campaigns and understanding the impact of other marketing efforts.
- Dealing with Opportunities and Threats: Social media empowers consumers to share their views, influencing brand perception. Brands must engage actively in conversations, respond to comments, and be on the lookout for opportunities to enhance their reputation. Successful examples include Morton’s Steakhouse responding to a customer’s tweet, gaining significant media attention and sales.
- Recovery from Online Brand Attacks: Brands must be prepared for online attacks and have strategies in place to respond quickly. Steps include acknowledging the issue, providing evidence if claims are false, offering apologies if claims are true, and using SEO and social media to manage negative content.
- Social Media Strategy Risks and Challenges: Developing a social media strategy involves understanding the risks and challenges, such as lack of initial traction, negative feedback, the need for ongoing monitoring, and difficulty in measuring impact. Brands should interact where their customers are and budget time and resources to meet their objectives.
- Using Creativity to Solve Problems: Entrepreneurs use various methods to solve problems creatively, such as crowdsourcing, brainstorming, and storyboarding. These techniques help generate innovative solutions and maintain ongoing creativity in business operations.
- Crowdsourcing: Crowdsourcing leverages the collective intelligence of the public to solve problems and generate content. It involves various forms, including crowd creativity, crowd voting, crowdfunding, crowd labor, and crowd wisdom. Successful examples include Lego Ideas, Waze, and Kickstarter.
- Best Practices for Crowdsourcing: To effectively utilize crowdsourcing, it is essential to define clear goals, establish guidelines, engage the community, ensure transparency, and implement quality control. These practices help maximize the benefits and mitigate the challenges associated with crowdsourcing.
Attributions
The final material was curated, edited, authored, and arranged through human creativity, originality, and subject expertise of Gabrielle Brixey, MBA MAC and is therefore under the CC BY NC SA license when applicable.