- I came across this New Yorker article on YouTube, which profiles the video site’s attempt to broaden its offerings in order to remain competitive. It’s a good example of how the digital communication strategy continues to evolve as technology and consumer consumption habits shift.
- Remember the ‘damage control’ section of Module 4? A very recent example of how not to respond comes from Snowbasin Ski Resort, after a customer posted a video detailing an exchange with a ski patroller that was posted online and generated a lot of responses. Snowbasin’s error? Not responding immediately.
- VW is another brand recently caught in the headlights. It was accused of deleting comments on its Facebook page when it was deluged by negative comments against the stand it took on the EU climate target (it was against it). This is seen as particularly hypocritical, as the company does tout its green credentials.
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