Social media can be a marketer's best friend or worst enemy. Consider the year's social media-fueled nightmares.
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Restaurant chain Applebee's fired a waitress in St. Louis after she posted a photo of a customer's receipt that went viral on Reddit. Posting the receipt, on which the patron -- a local pastor -- wrote "I give God 10% why do you get 18?" violated corporate policy, the company said.
In an attempt to respond to the news coverage and share its side of the story, Applebee's posted a message on its Facebook page, part of which said: "Our Guests' personal information -- including their meal check -- is private, and neither Applebee's nor its franchises have a right to share this information publicly."
The problem, which thousands of Facebook followers noted: Just two weeks prior, the restaurant posted a picture of a note from a guest that featured the guest's name. Applebee's promptly deleted that photo, adding fuel to the angry customer's fire.
Social is a Business ImperativeThe use of social media for a host of business purposes is rising. Indeed, social is quickly moving from cutting edge to business basic. Organizations that have so far ignored social - either because they thought it was a passing fad or just didn’t have the resources to properly evaluate potential use cases and products - must start giving it serious consideration.
Social is a Business ImperativeSocial media is critical in the age of digital business. How can IT help? First, work with the marketing team to set up social networking programs on Facebook, Twitter, and LinkedIn, at minimum. Then work to put social media sentiment analytics in place to measure success.
InformationWeek Must Reads Oct. 21, 2014InformationWeek's new Must Reads is a compendium of our best recent coverage of digital strategy. Learn why you should learn to embrace DevOps, how to avoid roadblocks for digital projects, what the five steps to API management are, and more.