個案資料
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ING Direct Canada: Are You Suffering?
內容大綱
In a testament to the power of social media and the effect it can have on a business, the chief executive officer of a bank adopts the habit of taking to Twitter on a daily basis to promote his company’s services. But when the bank’s most recent ad campaign ignites a furor among TV audiences, Twitter quickly becomes a vehicle for crucifying the bank rather than promoting it. Within a week of the ad's air date, the bank is inundated with angry tweets, Facebook messages and media criticism. It becomes clear that the bank has made a mistake and will have to act quickly to decide on an appropriate response.
學習目標
<ul><li>To discuss the role of character in leadership.</li><li>To determine appropriate actions to protect the brand under crisis-like situations.</li><li>To highlight the role of accountability and transparency in communication.</li><li>To explore what makes a good apology.</li></ul>