Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Soc info poster-final


Published on

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.

Published in: Education, Technology, Business
  • Be the first to comment

  • Be the first to like this

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.