class #9

     In class number nine we learned about post-engagement principle number three, control, or like we said in class “lack of control.”  My favorite quote from the literature was “Social Media … regenerates thoughts and ideas through a cyclical process of listening, discovering, sharing, and contributing personal or professional perspective …” (p. 190).  When learning about control we also must take into consideration that “Participating in the conversation requires an individual or organization to cede at least some control to the ‘audience.’” (p. 4).  I like these two quotes because they are easy for us to understand and help us better understand “control.”  Like it was stated in class, “be prepared to give up some level of control over your organizations message.”

     All of the cases that we reviewed in class were pretty good.  The Skittles case was pretty funny and the Wal-Mart “bonus case” was just hilarious.  The “tweeting from Wall Street” one was interesting, but boring, but in my opinion the best one was the class favorite Marie Callender’s case.  The Skittles case was a perfect example of how the Mars candy company “lost control” after profanities were displayed on their websites home page.  The Burger King “bonus case” was also another example of a loss of control, but the company did a good job of turning the tables and twisting it around to make it comical.  When the situation was under control and resolved, it turned out to be not a big deal.  Burger King handled it very professionally, and it was perfect.  As far as Marie Callender’s is concerned, I do not believe that the case was “sneaky” or “deceitful” or anything like that.  The people who blogged about their displeasure definitely, in my opinion, over reacted.  In order to get attention and for people to read and follow their blogs they blogged about this “controversy” because they know that people love controversy and gossip, and that would be the best way to get people to pay attention to their blog.

     In conclusion, expect the unexpected!  Not all followers of your brand will be advocates or fans.  Recognize you can’t control everything; however some level of control is necessary.  Also, be sure to maintain the quality and relevance of the communication.   

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2 thoughts on “class #9

  1. To begin I also like those quotes you used in your first paragraph because I also found those helpful in understanding control on the internet. I like the cases we talked about in case and I really like the Marie Callender’s case the best because it did wind up such a controversy in our class discussion. I agree with you though I do not think that the Marie Callender’s people were being deceitful I think that they received just what they set out for which was chatter about the brand. I think it worked because I personally would have never heard about the Marie Callender’s brand had it not been for this controversy. I am not the biggest fan of processed foods but if they really think they could of competed with a gourmet chef they sure I may try some or even try it just to know why the bloggers made such a big deal out of it.

    From your article I found a quote I enjoyed for this topic, “Think about getting online with social media like how you interact in person at a cocktail party. There are risks with what you say with inter-personal contact, why treat your online audience differently?” I thought this was interesting because it shows how powerful words in any way you use or deliver them.

  2. Anna, I completely agree with what you said about the Marie Callender’s case. I’m glad you agreed with me as well! Also I’m happy you enjoyed my link to that article and found it useful.

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