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Quiz 4

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Quiz 4 Powered By Docstoc
					CORPORATE BLOGGING
PROS:
- gives a face to impersonal institutions
- makes companies seem less evil
- allows for two-way open communication with the public

CONS:
- certain companies and PR firms create deceptive blogs
- extremely unforgiving audience

Perpetrators of fake blogging:
- Walmart (Edelman)
- San Disk Corp.
- Zipatoni (Sony PSP)
COLLECTING ONLINE DATA
LINGO:
Meat puppet: fictional person that passes as an actual human being
online
       I.e. “Brody Ruckus” (Ruckus)

Astroturfing: the attempt to create the appearance of a grass-roots buzz
for a product or service
        I.e. alliwantforxmasisapsp.com

Trolls: users who enter online discussion forums solely to bash users or
product

Sock puppet: a false online persona
       I.e. idont.com

MAIN POINTS:
- Giving away users’ search data violates their privacy rights (AOL)
- Children’s privacy issues are serious (Myspace, Xanga, Hershey)
USER-GENERATED CONTENT
Main Point: Companies must be very cautious when utilizing user-
generated content

Malibu Caribbean Rum:
- created contest in which users created videos
- accused of rigging contest
- Lesson: Need to clearly explain rules and make judging practices
known

Chevy
- asked public to make 30-second commercials
- many users submitted commercials criticizing Chevy
- Lesson: Need to anticipate criticism when asking for user- generated
content

Successes: Jetblue, Sony, Chrysler, Mastercard, Converse

				
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posted:4/12/2008
language:English
pages:3