From the June 2012 issue of Treasury & Risk magazine

Media Monitoring's Role In Managing Reputation Risk

More companies turn to services that track what is being said about them.

Social media efforts can come back to haunt a company. Earlier this year, McDonald’s launched a campaign to promote the quality of its ingredients, using the Twitter hashtag #McDStories, only to see the clickable link hijacked by animal rights activists and other critics of the company. McDonald’s ended up pulling the hashtag.

As businesses shepherd their brands in an increasingly volatile media environment, more are turning to services that track what is being said about them.

Comments

Advertisement. Closing in 15 seconds.