BRAND STRATEGY
FIGHTING FIRES: ONLINE BRAND MANAGEMENT
Good crisis management should form a key part of any online branding strategy. TB&I looks at the lessons to be learned from some of 2012’s most high profile PR disasters.
Hazardous hashtags
Twitter hashtags—a way of grouping tweets by using a phrase preceded by a hash symbol—can increase online reach, attract new followers and ensure people are talking about your brand. But while they can be a valuable marketing tool, they should be treated with caution, as McDonald’s and Starbucks learned in 2012.
In January, McDonald’s asked Twitter users to share their experiences of dining at the fast food chain using the hashtag ‘#McDStories’.
McDonald’s was probably expecting nostalgic tweets reminiscing about mouth-watering Big Macs and hot fudge sundaes. What it got were gruesome tales of fingernails in food and chicken nugget-induced vomiting. Animal rights group People for the Ethical Treatment of Animals even
www.worldipreview.com
Trademarks Brands and the Internet Volume 2, Issue 2
21
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44