Questions to consider
1.Many people question the value of Twitter’s goal of helping people stay connected in real time. Do the events in Iran illustrate the potential value to society of social networking tools such as Twitter? Are there other ways that Twitter and other social networks could be used by people and organizations to add real value?
-When Jack Dorsey, Evan Williams and Biz Stone founded Twitter in 2006, they were probably worried about things like making money and protecting people's privacy and drunk college kids breaking up with one another in 140 characters or less. What they weren't worried about was being suppressed by the Iranian government. But in the networked, surreally flattened world of social media, those things aren't as far apart as they used to be — and what began as a toy for online flirtation is suddenly being put to much more serious uses. After the election in Iran, cries of protest from supporters of opposition candidate Mir-Hossein Mousavi arose in all possible media, but the loudest cries were heard in a medium that didn't even exist the last time Iran had an election.
2.How trustworthy is the information one gleans from social networks such as Twitter?
- In a survey of Twitter users, support for the warranting paradigm with trustworthiness was not found on
the site. However, individuals still followed those they found trustworthy, lending support to the idea
that the warranting principle is confined to specific conditions. More generally, site-external and
site-external resources were more frequently used for evaluating self-provided than other-
provided information. Implications are discussed for future new media and CMC research.
reference: http://usc.academia.edu/aschrock/Papers/198931/Are_You_What_You_Tweet_Warranting_Trustworthiness_on_Twitter
Discussions question
1.Some observers believe that if an organization does not respond to an attack on its brand within the first 24 hours, then the damage has been done—lack of management response is judged as an admission of guilt. Others feel that some time is required to gather facts and figure out what happened before responding. With the advantage of 20/20 hindsight, how might Domino’s have reacted more effectively?
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2.Do you find it unusual that Domino’s response was primarily through the online media rather than the usual printed press releases? Does this seem an effective and appropriate way to respond under these circumstances? Why or why not? Does Domino’s use of the online media set a precedent for others to follow in the future?
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3.Identify three lessons that other companies could learn from Domino’s experience.
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