Class 15 Agenda: Thiscompanysucks.com!: How To Deal With Negative WOM

15; Thiscompanysucks.com!: How To Deal With Negative WOM (Monday)


Learning Objective(s):
· To understand the amplification effect for online WOM
· To learn ways to track and monitor online WOM
· To identify methods of effective outreach and relationship building with online influencers
· To identify proactive and reactive strategies to address negative WOM

Readings for This Class:
· ThisCompanySucks.com: The use of the Internet in negative consumer-to-consumer articulations. Ainsworth Anthony Bailey. 2004. Pages 1-15. (Bb)
· Chapter 13: Blogging in a Crisis. Robert Scoble & Shel Israel. 2006. Pages 197-208. (NC)
· Suggested Reading: Chapter 7: The Weird Value of Negativity. Dave Balter & John Butman. 2005. Pages 141-164. (Bb)

Content:
· Guest Lecture: Jim Nail, Chief Marketing & Strategy Officer, Cymfony

Activities:
· Guest Lecture: Jim Nail, Chief Marketing & Strategy Officer, Cymfony

To Do (for next class):
· Readings:

o Chapter 8. Robert Scoble & Shel Israel. 2006. Pages 115-131. (NC)

· WOMES #2 Due by Class 16

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Tags: WOM word of mouth Word-of-Mouth Marketing buzz marketing viral marketing marketing communication