Case Study: Chapter 9

Twitter Emerges as News Source for Iran protesters

Questions to consider:

1.     Many people question the value of Twitter’s goal of helping people stay connected in real time. Do the events in Iran illustrate the potential value to society of social networking tools such as Twitter? Are there other ways that Twitter and other social networks could be used by people and organizations to add real value?

Ans: Twitter is an online social networking service and micro blogging service that enables its users to send and read text-based posts of up to 140 characters, known as "tweets". Also the Facebook is an online social networking directory that connects people with friends and others who work, study and live around them. People use Facebook to keep up with friends, upload an unlimited number of photos, share links and videos, and learn more about the people they meet.

2.     How trustworthy is the information one gleans from social networks such as Twitter?

Ans: Twitter is owned by the company called Obvious. They don't have many products, just Twitter. They operate a blog. It was opened publicly in July 2006 and it’s their only international product currently.

Social Networking Disasters for Dominos

 Discussions question:

1.     Some observers believe that if an organization does not respond to an attack on its brand within the first 24 hours, then the damage has been done—lack of management response is judged as an admission of guilt. Others feel that some time is required to gather facts and figure out what happened before responding. With the advantage of 20/20 hindsight, how might Domino’s have reacted more effectively?

Ans:

2.     Do you find it unusual that Domino’s response was primarily through the online media rather than the usual printed press releases? Does this seem an effective and appropriate way to respond under these circumstances? Why or why not? Does Domino’s use of the online media set a precedent for others to follow in the future?

Ans:

3.     Identify three lessons that other companies could learn from Domino’s experience.

Ans: Once they became aware (more on how long this took later), the company worked to get the videos removed from the original hosting provider (doesn’t matter, as they have since been uploaded to other sites). Dominos then responded with email communications from Tim McIntyre, Vice President of Communications. He indicated how repulsed he was, and described that their security team was going to look into the matter to identify which store and responsible individuals.

Source: http://www.kenburbary.com/2009/04/dominos-learning-painful-lessons-about-the-social-era/