AMBER MAC’SPOWER

FRIENDING

Chapter ThreeThe Rules

What Are The Social Media Rules?

A is for . . . Authenticity B is for . . . Bravery C is for . . . Consistency

Trouble in Land of Great Pizza Delivery

April 2009: Two Domino’s employees in North Carolina post video of them violating food while preparing it.

Video gets mass attention fast Domino’s CEO Patrick Doyle facing hell

storm of bad PR

Doyle does the ABC’s

Patrick Doyle attacks controversy head on

Makes online public apology Apology titled “Disgusting Domino’s

Pizza – Domino’s Responds” Thanks online community for making

the company aware Expresses the need to reestablish his

customer’s trust

Domino’s Back On Top!

Quickly Addressed serious controversy (fired employees, offered public apology)

Listened to “online chatter,” responded better for it

Used the internet to change public opinion of company from negative to positive

Really utilized the ABC’s

A is for . . . Authenticity

Don’t ever mention authenticity (publicly)

Show, not tell Just see wine guy from New Jersey:

The Wine Guy

Gary Vaynerchuk Runs Springfield wine retail Launched Wine Library TV online

show in 2006 Sits down and tells viewers all about

his love of wine Shows viewers his “unpretentious

voice in the wine world”

Lovin’ Gary

Large fan base (one million twitter followers, appearances on talk show, charters wine cruise for he and a couple hundred fans)

No corporate wall No runaround Don’t be surprised by authenticity Expect it . . . No, DEMAND IT!!!

B is for BRAVERY!!!

C is For Consistency

ShaShank Nigam tweeted JetBLue about his flight.Then tweeted Southwest … And the winner was!!?!?!?!?!? ………….

Journal Article

Title: Business Management on Twitter: a path analysis

By: Mim Zhang, Bernard J.Jansen , and Abdur Chowdhury

Conclusion: the business’ engagement in the WOM communication on Twitter [and other social media] enhance the consumers’ engagement in the WOM communication.

RECAP!!!

A is for . . . AuthenticityB is for . . . BraveryC is for . . . Consistency

Lets go to FACEBOOK!!!! Where The ABC’s ARE IN ACTION!!!!