Explain why people on social media respond the way they did

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Assignment

Social Media Crisis

Brand controversies are prominent on social media. Anyone who is a social media manager will have to deal with these controversies-some of them are the brand manager's fault, some of them are the brand's fault, and some of them have many people to blame. Many of these controversies come about because of a brand's unethical behavior or statements, some come about from lack of attention to potential problems, and a small amount are unforeseeable. No matter how the problem happened or who started it, the brand manager on social media is going to hear about the issue. Thus, it is important for people learning about social media and social media management to study past controversies on social media and think about what to do in those situations.

I'd like you to write a 750-1250 word paper on a recent brand controversy and its relationship to social media. You can see examples of social media crises your assigned readings. Each of these controversies resulted in a large amount of social media attention.You may not use Cinnabon's Carrie Fisher Controversy or adidas' Boston Marathon Controversy as your controversy, because the example papers are on those topics.

To write this paper, you must pick a specific social media brand controversy. You can pick one from the readings in this unit or pick a different controversy if you like. The controversy should be one that started on social media, not that was argued on social media: for instance, the Starbucks Red Cup controversy was argued on social media, but the starting point of the controversy were physical cups, not social media content. The goal of this assignment is to think about a social media controversy from the perspective of a social media manager. How did a brand respond to a social media controversy? Was that response good or bad? What can be learned from the brand's response to the situation?

Learning Goal

Students will recognize, understand, and analyze the context within which language, information, and knowledge are produced, managed, organized, and disseminated. Students will also integrate previously held beliefs, assumptions, and knowledge with new information and the ideas of others.

The Successful Paper Will

I. Introduce a crisisthat originated on social media.

II. Explain the brand and what the brand was trying to do that caused the crisis.

III. Explain why people on social media responded the way they did.

IV. Explain how the company responded to the crisis (or if they responded) on social media and why they responded the way they did.

V. Analyze whether the company responded well or poorly on social media. If they responded poorly, brainstorm ways that they could have responded better. If they responded well, explain why their response was effective.

VI. Turn in a draft on time.

Reference no: EM133665756

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