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The article “Losing face” from “The Economist” publication explains how social networks can be useful for marketing purposes but can also damage the image of a firm. The write-up states the case of two companies, British Airways and Virgin Atlantic, which have experienced the effects of social networks. Employees from both companies expressed offensive comments towards clients and discredited their firms on the net. Although the firms had taken measures against this behaviour, they seem not to be efficient. The companies detected the problem too late; therefore a public relations firm suggests monitoring these “online watering holes” to prevent this kind of trouble.

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