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Ironic effects of online customer care icoria 2010
1. The ironic effects of organizational
responses to negative online
consumer reviews
Peter Kerkhof
Sonja Utz
Camiel Beukeboom
VU University Amsterdam
Dept. of Communication Science
9th International Conference on Research in Advertising
ICORIA, June 25/26 2010
Madrid, Spain
2. The rise of social media
• 2003: No Facebook, no Twitter, no Linkedin, no
Hyves
• 2009:
• Hyves 10.000.000 members in the Netherlands
• Facebook: 4000.000.000 members, 600.000 new members,
60.000.000 use mobile Facebook
• Linkedin: 53.000.000 members, 1 new member each second
(86.000 daily)
• 75.000.000 members on Twitter, 800.000 tweets per hour
3. Brands in social media
• 19% of all tweets is brand related
• 20% of all brand related tweets is evaluative
– 55% positive, 33% negative
Source: Jansen et al., 2009
30. Conclusions
- be careful how to respond to
brand mentions in social media
- be informal
- apologize when necessary
- is not responding still an
option?