Social Media and the Challenge to Brand Identity

COURSE
GO1 Content

Social Media and the Challenge to Brand Identity

COURSE
GO1 Content

This course explores the power of social media to challenge corporate communication strategies, taking campaigns in unexpected directions. It also showcases the way in which social media can undermine the communication strategies of even the most powerful companies, forcing them to come clean about their business practices and adopt transparency as the norm.

Learning
Social media: Losing Control
This module offers an introductory video which illustrates how social media can thwart corporate communications design, taking carefully thought out messages way beyond the control of the companies initiating the  conversation.
1. Video: How to make a splash in social mediavideo
2. Check your understandingquiz
Brand Authenticity in a social media world
In the digital era, the Nike and Mattel cases exemplify consumers’ power to challenge inconsistencies between a brand’s identity and the reality of the business practices behind it. These two cases and many others are used as examples in this module's video presentation, a lecture by Jay Handelman, Associate Professor of Marketing at Queens University Ontario. Professor Handelman describes the characteristics of authenticity which enable brands to “stand out” and “blend in” simultaneously, and to deliver the economic and social value on which their survival depends.
1. Video: Brand Authenticity in a social media worldvideo
2. Test your knowledge: Brand Authenticity in a social media worldquiz
3. Bonus video - “Three ways to (usefully) lose control of your brand”video