You are head of the marketing department at BTS Ltd, a major electrical appliance manufacturer in...

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You are head of the marketing department at BTS Ltd, a major electrical appliance manufacturer in Australia. Your recent social media monitoring efforts pick up substantial activity where customers are accusing your company of producing and selling faulty products. Further investigation reveals it could be the work of a close competitor of your company. At a recent meeting with divisional heads of your company you state the following: "For all the benefits they bring to our business, social media and other communication technologies have created a major new challenge of responding to online rumors, false information, and attacks on a company's reputation. Customers who believe they have been treated unfairly can turn to Twitter, Facebook, and other tools to use public exposure as leverage. However, false rumors and both fair and unfair criticisms can spread around the world in a matter of minutes. Responding to rumors and countering negative information requires an ongoing effort and case-by-case decisions about which messages require a response. Responding effectively to rumors and negative information in social media requires continual engagement with all our stakeholders and careful decisions about which messages should get a response." You are required to: a) Discuss the four step approach you would follow to respond to the negative information in a social media environment as stated in the above case. Your answer should be approximately 100 words (8 marks). You are head of the marketing department at BTS Ltd, a major electrical appliance manufacturer in Australia. Your recent social media monitoring efforts pick up substantial activity where customers are accusing your company of producing and selling faulty products. Further investigation reveals it could be the work of a close competitor of your company. At a recent meeting with divisional heads of your company you state the following: "For all the benefits they bring to our business, social media and other communication technologies have created a major new challenge of responding to online rumors, false information, and attacks on a company's reputation. Customers who believe they have been treated unfairly can turn to Twitter, Facebook, and other tools to use public exposure as leverage. However, false rumors and both fair and unfair criticisms can spread around the world in a matter of minutes. Responding to rumors and countering negative information requires an ongoing effort and case-by-case decisions about which messages require a response. Responding effectively to rumors and negative information in social media requires continual engagement with all our stakeholders and careful decisions about which messages should get a response." You are required to: a) Discuss the four step approach you would follow to respond to the negative information in a social media environment as stated in the above case. Your answer should be approximately 100 words (8 marks).

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