Is it any wonder that so many companies still feel uncertain about taking on the risks and rewards of social media?
In July, Bank of America wanted to respond via social media to some angry activists’ tweets. But the responses were dry and cautious, and simply fuelled perceptions that the bank was too impersonal: “Your tweets seem computer generated. Like you haven’t got a heart and soul,” fumed one.
Last week, Domino’s Pizza was mocked when a member of staff mistook a compliment for a complaint on its Facebook page and apologised for providing a delicious pizza.
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