Scenario When we hear fake news we often think of politi.pdf

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Scenario: When we hear "fake news," we often think of politicians and the media. However, businesses also perpetuate fake news, often unwittingly. LeanSpa, an internet retail business that sold purported weight loss products under various brand names, hired LeadClick to provide online advertising through its affiliate network. Toward that end, certain LeadClick affiliates used fake news sites to market LeanSpa products. These fake news sites looked like genuine news sites in that they had logos styled to look like news sites, and they included pictures of supposed reporters next to their articles. The articles generally represented that a reporter had performed independent tests that demonstrated the efficacy of the weight loss products. The websites also frequently included a Consumer Comment section, where purported consumers praised the products. No consumers were commenting, however, since this content was invented. See this module's assigned textbook reading for a synopsis of the LeadClick case. Based on this case, the module resources, and your own experience, answer these questions: 1. Who has or should have primary responsibility for managing fake news and its consequences (i.e., social media companies, advertising companies, business, everyday citizens, government authorities, or others)? Why? 2. Is it unethical for a company to allow its ads to run on a controversial websitesuch as one that is promoting untested scientific data or one that includes what is commonly accepted as hate speecheven if doing so generates significant revenue for the company? Explain your position..

Education

3-1 Discussion: Fake News When we hear the phrase "fake news" we often think of politicians and the media. However, businesses also perpetuate fake news, often unwittingly. LeanSpa, an internet retail business that sold purported weight loss products under various brand names, hired LeadClick to provide online advertising through its affiliate network. Toward that end, certain LeadClick affiliates used fake news sites to market LeanSpa products. These fake news sites looked like genuine news sites in that they had logos styled to look like news sites, and they included pictures of supposed reporters next to their articles. The articles generally represented that a reporter had performed independent tests that demonstrated the efficacy of the weight loss products. The websites also frequently included a Consumer Comment section, where purported consumers praised the products. There were no consumers commenting, however, since this content was invented. See this module's assigned textbook reading for a synopsis of the LeadClick case.Based on this case, the module resources, and our own experience, answer these questions: - Who has or should have primary responsibility for managing fake news and its consequences (i.e., social media companies, advertising companies, business, everyday citizens, government authorities, or others)? Why? - Is it unethical for a company to allow its ads to run on a controversial websitesuch as one that is promoting untested scientific data or one that includes what is commonly accepted as hate speecheven if doing so generates significant revenue for the company? Explain your position..

Confirming pages20 Understanding What Your Organizati.docx

donnajames55

Confirming pages 20 Understanding What Your Organization Wants LO 2-1 Building a Critical Skill Michelle wondered whether her boss was sexist. Everyone else who had joined the organization when she did had been promoted. Her boss never seemed to have anything good to say about her or her work. Michelle didn’t realize that, in her boss’s eyes, she wasn’t doing good work. Michelle was proud of her reports; she thought she was the best writer in the office. But her boss val- ued punctuality, and Michelle’s reports were always late. Just as every sport has rules about scoring, so, too, do work- places have rules about what “counts.” Even in the same industry, different organizations and different supervisors may care about different things. One boss circles misspelled words and posts the offending message on a bulletin board for everyone to see. Other people are more tolerant of errors. One company values original ideas, while another workplace tells employees just to do what they’re told. One supervisor likes technology and always buys the latest hardware and software; another is technophobic and has to be persuaded to get needed upgrades. Succeeding in an organization depends first on understanding what “counts” at your organization. To find out what counts in your organization: • Ask your boss, “What parts of my job are most important? What’s the biggest thing I could do to improve my work?” • Listen to the stories colleagues tell about people who have succeeded and those who have failed. When you see pat- terns, check for confirmation: “So his real problem was that he didn’t socialize with co-workers?” This gives your colleagues a chance to provide feedback: “Well, it was more than never joining us for lunch. He didn’t really seem to care about the company.” • Observe. See who is praised, who is promoted. Understanding, by the way, can and should be a two-way street. Online shoe retailer Zappos.com listened to employees who said they wanted a workplace that is more accommodat- ing to their lifestyle. The result was a nap room for a quick snooze and social events that include after-hours mixers and lighthearted “parades” in the office. With $1 billion in sales in 2009 alone, the company also encourages its 1,500 employees to tweet about Zappos and hosts free daily tours of its Las Vegas headquarters. The work still gets done. In 2012, Zappos was named one of CNNMoney’s 100 Best Companies to Work For. Source: Morley Safer, “The ‘Millennials’ Are Coming,” 60 Minutes, November 11, 2007; and Jake Chessum, “How to Make Customers Love You,” Inc., 2010. Downloaded on February 12, 2010, at http://www.inc. com/ss/how-to-make-customers-love-you ; and “100 Best Companies to Work For,” CNNMoney, February 6, 2012, http://money.cnn.com/ magazines/fortune/bestcompanies/2012/snapshots/11.html . Who is my audience? LO 2-2 ▶ More people than you might think!.

COVID-19 Social Media Content

haboosh90

The document provides insights into COVID-19 related trends on social media from February to March 2020 based on an analysis by Socialbakers. Several key trends are highlighted: 1) Many brands used logos to promote social distancing. 2) Telecom brands reassured customers of continued support. 3) Influencers and brands encouraged proper hand washing. 4) Fitness brands initiated challenges to encourage workouts at home. 5) Food brands helped customers order meals while staying home. 6) The main message across all brands was to promote public safety and staying home.

Social 3dia project

jazming1

1) Respond to the negative Yelp review politely and offer to remedy the situation, then promote positive reviews from satisfied clients on social media to rebuild trust. 2) Tease the new cupcake flavor on social media and offer early followers a special discount or free sample to generate buzz ahead of the launch. 3) Have personal trainers create profiles on social media highlighting their specialties and success stories to help clients connect with the right fit and book sessions directly through messaging.

Social 3dia project

Charlie Centinaro II

Here are potential ways to use social media in each scenario: 1. Respond to the bad Yelp review politely and professionally, apologize for any issues, and invite the client to contact you directly to discuss and resolve their concerns. Post positive testimonials from other clients to balance out the negative review. 2. Create a Facebook event or Instagram post announcing the new cupcake flavor launch date and do a giveaway or contest to generate buzz. Encourage followers to share the post to spread awareness. Go live on the day of to showcase the new product. 3. Have personal trainers create profiles on the gym's social media pages and websites highlighting their specialties, experience, and client success stories. Encourage clients

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Shane Snow

State of content marketing 2015

Xuân Lan Nguyễn

This document discusses trends in content marketing for 2015. It predicts that owned content strategies, where brands build their own publications, will be most effective. It also suggests that brands will need to treat content creation more like running a media company, with an emphasis on understanding audiences and publishing processes. The document also outlines strategies that are less likely to be effective, such as licensed content, blatant advertising, and headline trickery.

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RMH Healthcare

Twitter can help connect you with your staff, patients and community. During this presentation, you'll learn the best ways to create an engaging feed. Featuring Holly Martin (media specialist) and Ryan Hildebrand (web specialist) for RMH Healthcare in Harrisonburg, Va. This course is aimed at communicators who want to learn how to establish a Twitter voice, set goals and learn how to tie other social media accounts into the feed.

Police atrocities, violent suppression of dissent, polarised political arena... The world feels so much more hateful now. Space for nuanced debates is waning even as eye-popping hate mongering abounds. The attention economy has ‘incentivised’ hate and outrage even as kindness is disincentivised. The question then is, what can we (advertising industry and media industry) do to heal this bruised world? The most powerful thing that we can and must do is STOP ENABLING HATE. Not in a sporadic one-off token way, but with a systemic change in the way we do our media planning and advertising placements. Here's looking at an idea to create a system for MEASURING AND DIS-INCENTIVIZING HATEFUL CONTENT. Would love to know what industry leaders think of this and how we can build a coalition to make this the default system of advertising in the world.

Viral marketing madness

jaiwanthembram

Best Viral marketing mania in 2020

TrustoTeach

Viral marketing mania

AllahDitta31

This document provides an overview of viral marketing techniques. It discusses how viral marketing utilizes social sharing to rapidly grow a business. Some key points made include: - Viral marketing is powered by word-of-mouth and giving users incentives to share content with others. - Social media platforms like Facebook, Twitter, and YouTube provide huge opportunities for content to spread virally. - Creating engaging content like videos, competitions, tweets and viral ebooks can help encourage sharing and buzz. - Both the content itself and making sharing easy are important for success. Failing to capitalize on successful campaigns or combine efforts with other marketing are mistakes to avoid.

Discussion 3In 2017, nearly 148 million Americans had sensitive

LyndonPelletier761

- LifeLock began an ad campaign capitalizing on the Equifax data breach that impacted 143 million people, encouraging people to sign up for LifeLock's identity theft protection. This led to a large increase in traffic and enrollments for LifeLock. - However, what LifeLock did not advertise is that when people enroll in LifeLock's identity theft protection, they are actually signing up for and paying for credit monitoring services provided by Equifax, the same company that was responsible for the data breach. - Many identity theft protection services also pay Equifax to handle the "back office" services for their protection plans, meaning Equifax profits from its own data breach through relationships with companies like LifeLock.

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Jeffrey Stewart

Driving Social Media PR

Eric Mower + Associates

This presentation discusses how social media has changed public relations and how companies can leverage various social media platforms like LinkedIn, Facebook, Twitter, and social bookmarking sites for PR purposes. It covers the growth of social media and user-generated content. The presentation also provides tips on setting up social media profiles, creating social media releases, and using tools like newsrooms and bookmarking to engage audiences and spread news about brands.

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FeverBee Limited

In an industry full of cringeworthy buzzwords and meaningless vanity metrics, how can we ensure that our marketing efforts translate into actual business benefit? This session will look at what we mean by 'digital engagement', why it's valuable to our marketing strategies, and will provide some actionable tips and insights into how you can leverage your audience's online engagement with your business in order to to generate more sales and conversions.

Feverbee SPRINT 2016 - Convert Engagement Into Leads and Sales - Bridget Rand...

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This document discusses how to convert digital engagement into leads and sales. It outlines a 4 phase process: 1) Build brand awareness and loyalty through engaging content. 2) Conduct audience research and testing to understand customers. 3) Encourage micro-conversions like email signups to move people through the sales funnel. 4) Offer incentives like deals and rewards to encourage purchases. Key lessons are to integrate engagement tactics with the overall marketing strategy, properly attribute campaigns to measure their impact, and leverage engaged users to move them through the customer journey.

Mc Kinsey Beyond Paid Media Marketing’S

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The document discusses how marketing is evolving beyond traditional paid media like TV ads. It introduces five forms of media: paid, owned, earned, sold, and hijacked. Paid is traditional advertising. Owned is company-controlled channels like websites. Earned is positive word-of-mouth. Sold media involves other companies advertising on high-traffic owned channels. Hijacked media occurs when critics take over marketing messages. Marketers must now strategically use all five forms of media and develop new skills to engage consumers across changing media landscapes.

Internet business models by pankaj singh chandel

Pankaj Chandel

The document discusses various internet business models. It describes that Professor Michael Rappa identified common business models used on the web, including brokerage, advertising, infomediary, merchant, manufacturer, affiliate, community, subscription, and utility models. Each model is defined, such as the brokerage model which unites buyers and sellers in an online marketplace to facilitate transactions.

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This document provides an overview and introduction to viral marketing. It discusses how viral marketing utilizes social sharing tools and word of mouth referrals to spread business content quickly. The document covers basics of viral marketing including setting up social sharing plugins and determining goals. It also provides examples of viral marketing tactics like creating viral ebooks, using Facebook pages and hashtags on Twitter. The document warns against mistakes like failing to incentivize sharing and not capitalizing on successful campaigns. Overall it aims to explain how viral marketing can help businesses rapidly grow, get new leads, and boost profits.

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FirePath Communications

This document provides an overview of social media basics for businesses. It defines social media, discusses various social media platforms like blogs, Facebook, Twitter, YouTube and LinkedIn. It provides best practices and guidelines for using each platform, including creating profiles, posting engaging content and strategies for success. Real-world case studies of how businesses have effectively used social media are also presented.

Social media basics workshop

FirePath Communications

The document provides an overview of social media marketing basics. It defines social media, discusses various social media platforms like blogs, Facebook, Twitter, YouTube and LinkedIn. It provides best practices for using each platform, including creating engaging content and interacting with followers. Case studies demonstrate how brands have successfully used social media for marketing and PR.

Social Media Introduction (Feb 2010)

Robin Low

[Report] Guarding the Social Gates: The Imperative for Social Media Risk Mana...

Altimeter, a Prophet Company

Social media is the modern Pandora’s box: it has had a meteoric rise as a tool to interact and engage with customers, but also a dark underside exposing companies to new types of risk. Almost two-thirds of companies surveyed say that social media is a significant or critical risk to their brand reputation, yet 60% of companies either never train their employees about their corporate social media policies or do so only upon hiring. This report outlines how to be more proactive about managing social media risk through following a detailed four-step process: Identify, Assess, Mitigate, and Evaluate.

Guarding the Social Gates: The Imperative for Social Media Risk Management

Uzzi Ohana

Social media is the modern Pandora’s box: it has had a meteoric rise as a tool to interact and engage with customers, but also a dark underside exposing companies to new types of risk. Almost two-thirds of companies surveyed say that social media is a significant or critical risk to their brand reputation, yet 60% of companies either never train their employees about their corporate social media policies or do so only upon hiring. Moreover, 43% of companies have less then one full-time equivalent (FTE) dedicated to managing social media risk.

Social Media For B2B Companies

Sarah Sturtevant / Integrated Website Solutions Inc.

This document discusses how social media can help B2B companies reach more customers online. It notes that over 90% of B2B purchases now have some online component, so companies need more than basic brochure websites. Social media allows for "pull marketing" where customers control when they engage, as opposed to traditional "push marketing". The document provides an overview of social media platforms like LinkedIn, Facebook, and Twitter that B2B companies can use to drive traffic, build relationships, and learn from customers. It stresses developing a social media strategy with measurable goals.

Yl15 cyber 11

YoungLionsCZ

The document proposes an integrated social media campaign for Isifa, a company that provides expertise on Shutterstock licenses and usage. The campaign would use Facebook, Twitter, and LinkedIn to build awareness of common license misunderstandings and position Isifa as the go-to expert. The multi-phase campaign would first present real stories on social media and a blog to show the value of Isifa's expertise, then gradually increase engagement to develop Isifa as the trusted brand in the field.

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Scenario When we hear fake news we often think of politi.pdf

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