After reading chapter 8 and the learning materials, you would need to undertake the following actions: 1. Provide the company’s background. In doing so, you need to describe the company’s business model (including mission, financial performance, products offered, competitors, etc. – to name a few, students can add other relevant information) 2. Assess your company’s social media presence by checking its website. How would you rate it and why? 3. Use www.socialmention.com to evaluate the nature of conversations people are having about your telecommunication company. Explain the metrics and, based on the 4 metrics provided by Social Mention, decide whether your company is viewed favourably or not by the marketplace 4. Using Twitter search, read a sample of tweets where people discuss the company. Can you draw any conclusion as to specific reasons why your company is viewed favourably or unfavourably? Explain 5. Search YouTube, Twitter or Facebook (or other forms of social media if you deem convenient) for customer complaints about your company [some are straightforward complaints about service while others can perhaps be described as angry rants, containing profanity, threats, and highly emotional tirades]. a. Based on your review of those complaints, do you think companies should attempt to respond to all types of negative sentiment expressed on social platforms? b. What should be the criteria for deciding when and when not to respond? 6. How does social media represent a threat to companies who limit their customer support services to traditional channels? Explain [support your answer by including information from different sources of evidence and reference those sources].
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