ADM 1370 Lecture Notes - Lecture 5: Web 2.0, News Aggregator, Viral Marketing
18 Mar 2016
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Document Summary
Social media crisis: issue that arises in or is ampliied by social media, & results in negaive mainstream media coverage, a change in business process, or inancial loss. Characterisics: technology helps create a negaive buzz around a brand, product, or service, ground-up phenomenon that is largely out of the control of the business being afected, powered thru emergent events: Small low-level events, such as interacions btw/ a few consumers, can give rise to higher-level intensity, such as development of new disparaging mulimedia content & negaive campaigns. Web 2. 0 aitude: spontaneous movement of people using online tools to connect, take charge of their own experience. & get what they need informaion, support, ideas, products, and bargaining power from each other. These networked conversaions are enabling powerful new forms of social organizaion & knowledge exchange to emerge. As a result, markets are geing smarter, more informed, more organized. Paricipaion in a networked market changes ppl fundamentally.
