We are hearing communications teams ask some version of this question every day: Should we respond or engage when...
Tune is as Jane Carpenter, Head of Global Communications at Wayfair, discusses how leading brands are evolving how they choose to navigate these kinds of scenarios and make decisions on whether to engage, or not.
The right decision can lead to increased loyalty and new devoted customers, but a misstep can damage brand trust, shareholder value, and possibly lead to an expensive crisis... especially as consumers get more of their “news” from the social web.
Jonathon Morgan is co-founder and Chief Executive Officer at Yonder. Prior to Yonder, he published research about extremist groups manipulating social media with the Brookings Institution, The Atlantic, and the Washington Post, presented at NATO's Center of Excellence for Defense Against Terrorism, the United States Institute for Peace, and the African Union. Jonathon also served as an adviser to the US State Department, developing strategies for digital counter-terrorism. He regularly provides commentary about online disinformation for publications such as New York Times, NBC, NPR, and Wired.