When the twitterverse turns on you

• Autores: Jana Seijts
• Localización: Harvard business review, ISSN 0017-8012, Vol. 92, Nº 3, 2014, págs. 117-121
• Idioma: inglés
• Texto completo no disponible (Saber más ...)
• Resumen

  • The article presents a fictional business case study which involves a promotional contest for the airline Canadian Jet on the microblogging website Twitter. Comments are presented from the marketer Cynthia Soledad and the social media specialist Rick Wion concerning whether Canadian Jet should discontinue the contest after some participants post negative comments using a promoted hashtag.