Welcome to Scribd, the world's digital library. Read, publish, and share books and documents. See more
Download
Standard view
Full view
of .
Look up keyword
Like this
3Activity
0 of .
Results for:
No results containing your search query
P. 1
Corporate Crisis Management of User Generated Content

Corporate Crisis Management of User Generated Content

Ratings:

4.67

(3)
|Views: 781|Likes:
Published by conotes
CORPORATE CRISIS MANAGEMENT OF USER GENERATED CONTENT

AUTHORS:
NIR AYALON
CHRISTOPHER BISHOP
BRIAN BOROFF
ANDREW CHEN
MEGAN SULLIVAN
CORPORATE CRISIS MANAGEMENT OF USER GENERATED CONTENT

AUTHORS:
NIR AYALON
CHRISTOPHER BISHOP
BRIAN BOROFF
ANDREW CHEN
MEGAN SULLIVAN

More info:

Categories:Types, School Work
Published by: conotes on Dec 30, 2008
Copyright:Attribution Non-commercial

Availability:

Read on Scribd mobile: iPhone, iPad and Android.
download as DOCX, PDF, TXT or read online from Scribd
See more
See less

06/14/2009

pdf

text

original

 
C
ORPORATE
C
RISIS
M
ANAGEMENT
 
OF
U
SER
G
ENERATED
C
ONTENT
MKTG 913-81 J
UNE
5, 2008N
IR
A
 YALON
C
HRISTOPHER
B
ISHOP
B
RIAN
B
OROFF
A
NDREW
C
HEN
M
EGAN
S
ULLIVAN
Corporate Crisis Management of UGCPage | i
 
T
ABLE
 
OF
C
ONTENTS
 Table of Contents.............................................................................................................iExecutive Summary........................................................................................................1Introduction....................................................................................................................3Defining User Generated Content...................................................................................3Effect of UGC............................................................................................................5Managing the Effect of UGC............................................................................................6Monitor...........................................................................................................................7Introduction.................................................................................................................7UGC Site Contexts.......................................................................................................7Firm Sponsored.........................................................................................................8Independent Specialized Sites..................................................................................9Independent Non-Specialized Sites........................................................................10Monitoring Resources................................................................................................10Assess...........................................................................................................................11Introduction...............................................................................................................11Characteristics...........................................................................................................12Platform Viral Potential...........................................................................................12Entertainment Value...............................................................................................12Shared Experience.................................................................................................12Brand Importance...................................................................................................12Respond........................................................................................................................12Introduction...............................................................................................................12Characteristics...........................................................................................................13Response Speed.....................................................................................................13Media channel........................................................................................................13 Tone........................................................................................................................13
Page | iiCorporate Crisis Management of UGC
 
Authority................................................................................................................14Impact-Response Tool...................................................................................................14Case studies.................................................................................................................15Introduction...............................................................................................................15Cases.........................................................................................................................15Comcast.................................................................................................................15Kryptonite...............................................................................................................18Dell: “Dell Hell”......................................................................................................19Chevy Tahoe...........................................................................................................20 Trans Fats...............................................................................................................21Home Depot...........................................................................................................23Implications...............................................................................................................24Respond quickly.....................................................................................................24Respond in a positive tone.....................................................................................24Understand entertainment value...........................................................................25Higher shared experience yields deeper business problems..................................25Create org structure to support effective UCG responses......................................25Appendix A: Description of Monitoring Tools.................................................................27Google (http://www.google.com/)...........................................................................27Digg (http://digg.com/)...........................................................................................27del.icio.us (http://del.icio.us/).................................................................................27 Technorati (http://technorati.com/).........................................................................27BoardTracker (http://www.boardtracker.com/)........................................................27Wiki.com (http://www.wiki.com/)............................................................................27Facebook Lexicon (http://www.facebook.com/lexicon/)..........................................27Summize (http://summize.com/)............................................................................28 Tweet Scan (http://www.tweetscan.com/)...............................................................28
Corporate Crisis Management of UGCPage | iii

Activity (3)

You've already reviewed this. Edit your review.
1 thousand reads
1 hundred reads

You're Reading a Free Preview

Download
scribd
/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->