Soc info poster-final

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Poster presented at the third International Conference on Social Informatics(Oct. 6-8, 2011) in Singapore. This case study and analysis is done by Jaram Park, Hoh Kim, Dr. Meeyoung Cha, and Dr. Jaeseung Jeong.

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Soc info poster-final

  1. 1. CEO’s apology in Twitter: A case study of the fake beef labeling incident by E-Mart Jaram Park Hoh Kim Meeyoung Cha Jaeseung Jeong Graduate School of Culture Technology, KAIST Motivation Case We conduct a case study using Twitter data to  Jul. 27 2010: E-Mart branch was caughtanswer the following: selling imported beef as domestic beef.  Twitter users requested that CEO directly take care of the issue. Should a CEO apologize on social media for the  Jul. 28 2010 : CEO apologized on his tweet. mistake? If a CEO apologizes, would it help or hurt the corporate’s reputations? Is there a right timing and tone of voice of an effective apology? Fake beef labeling CEO’s apology Methodology and Result All tweets that mentions the word “E-Mart” Result Exposure Apology  LIWC(Linguistic Inquiry and Word Count)  Score:  The apology has more influence on decreasing negative sentiment rather than Original Text Positive Negative increasing positive sentiment.YongJin Chung apologized on his twitter 11.11 0yesterday. its cool.  The apology was more effective to CEO’sWhen I heard fake labeling beef incident,I m really disappointed in E-MART 0 14.29 followers than non-followers.Conclusion Using social media, companies can analyze consumers sentiments not only towards brands, but also specific issues/crisis. For a better crisis reaction in social media, leaders should build relationship with social media users before crisis, not after.

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