Some thoughts about “shitstorms”…

In November 2011, several sponsors of this year’s soccer European Championship experienced a major social media crisis, as the event’s organizers were accused of systematically shootings stray dogs in Ukraine. In its February issue, the brand eins magazine (pp. 94-99) now runs an interesting story about this “shitstorm” — it provides a quite detailed look at the consumer and media processes that lead to the crisis, very recommended reading. Hey, and the article it offers a shocking picture of the state of “investigative journalism” at Germany’s public TV stations…

(Please note that I do NOT agree with the authors conclusion that the crisis had no serious impact on the attacked brand — there is simply no data used by the authors that can shed light on the impact this crisis had on the sponsors (e.g., no link to brand perceptions and sales).



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