Your brand is intimately associated with your company’s good will. Like it or not, companies are part of the new media. On any given day, a customer or critic can set off a firestorm with a comment or critique. If properly targeted, venomous falsehoods could take a decade to counteract.
Social media provides novel opportunities to express the benefits of the brand, but it could just as easily be used against the brand. This article explores some of the concepts, particularly in franchising, which can be used to limit exposure to threats in the new media.
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