In a testament to the power of social media and also the effect it can inflict on a business, the CEO of a bank adopt the tendency of taking on a daily basis to publicize the services of his company to Twitter. However, if the bank's most recent ad campaign ignites a furor amid TV audiences, Twitter fast becomes a vehicle for crucifying the bank rather than enhancing it.
Within a week of the ad's air date, the bank is inundated with angry tweets, Facebook messages and media criticism. It becomes clear that the bank will need to act immediately to decide on an appropriate reply and has made a blunder.
PUBLICATION DATE: October 30, 2013 PRODUCT #: W13466-PDF-ENG
This is just an excerpt. This case is about LEADERSHIP & MANAGING PEOPLE
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