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Master of Arts in Communication : Corporate Communication Studies
Content
Part 1
Part 2
Cases 1
Part 3
Cases 2
Part 4
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Part2: Cases 1
b.
c.
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Crisis & Social Media: Crisis Management in the 21st Century (Cont.)
4.
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a.
b.
c.
d.
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Emergency
1. Landing in Charleston, West Virginia (2009):
passengers safe.
2. Media team scanned Twitter,
Facebook, blogs, & websites to ascertain
passengers reactions.
The team found mostly positive commentary.
3. Southwest used that information,
to post tweets praising the work of the crew &
the attitude of the passengers onboard.
4. The company would have reacted differently,
had the comments been negative.
They would have still complimented the crew
for
the safe landing but in a different manner.
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Adam Brown
Executive Director,
Social Media, Dell
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Morgan Johnston
Manager Corporate
Communications,
JetBlue Airways (2008Present)
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1.
2.
3.
4.
5.
6.
7.
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Part3: Cases 2
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Know your
a. Subject well
If you dont, research it well.
Talk to experts.
b. Public(s)
1) What knowledge do they have
about the subject ?
2) Dont want to talk down to them,
but you want to use all
information needed to get them
on your side.
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1) Avatar
A computer users representation
of himself/herself;
can be words, a name, or an
image.
2) Blog
A contraction of the words Web
& log, usually maintained by
an
individual or group with
regular text, image, or video
entries.
3) Blogroll
A list of other blogs or websites
that a blogger recommends,
usually found in a sidebar list.
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4) Citizen journalists
Persons contributing information
to sites.
They may or may not have
journalistic skills.
5) DM (Direct Message)
A private message between
Twitter users.
6) Hashtag
Keyword or term assigned to a
piece of data or subject.
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7) Koobface
A social media virus that infects
computers when a video link is
clicked.
It can steal personal data & also
trick the user into buying fake
antivirus software.
8) Lexicon
Searches Facebook for keywords.
9) Monitter
Provides real-time monitoring of
TwitterSpace.
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10) Podcast
A series of digital media files
(audio or video) maintained
centrally on the distributors
server as a web feed.
The listener can access the feed
& download it.
11) RSS
Real Simple Syndication, a
family of XML formats designed
to make it easy for consumers
to know when frequently
updated websites have new
content.
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12) Widget
An application that can be embedded into a
third party website by any user who has
rights of authorship,
sharing information from one site to another
by copying & pasting the code into ones own
profile.
13) Wikipedia
Open source encyclopedia,
allows anyone to contribute to entries.
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