{"id":38396,"date":"2011-03-16T15:57:12","date_gmt":"2011-03-16T15:57:12","guid":{"rendered":"http:\/\/rafaelfajardo.com\/portfolio\/one-challenge-is-the-amplified-effect-of-social\/"},"modified":"2011-03-16T15:57:12","modified_gmt":"2011-03-16T15:57:12","slug":"one-challenge-is-the-amplified-effect-of-social","status":"publish","type":"post","link":"https:\/\/rafaelfajardo.com\/portfolio\/one-challenge-is-the-amplified-effect-of-social\/","title":{"rendered":""},"content":{"rendered":"<blockquote><p>One challenge is the \u201camplified effect\u201d of social media, said Ian Schafer, chief executive at Deep Focus, a digital agency in New York, citing how, on Twitter, \u201cyou put something out and it can be retweeted thousands of times.\u201d <br \/>\n\u201cIt\u2019s an age when anybody can communicate to an audience,\u201d he added. \u201cIt didn\u2019t used to be that way.\u201d <br \/>\nThe relative newness of that phenomenon, said George E. Belch, a marketing professor at San Diego State University, means \u201cthere are people in your company who forget when they post on a blog, on Twitter, on a Facebook page, that it\u2019s out there \u2014 and it\u2019s out there at warp speed.\u201d<\/p><\/blockquote>\n<div class='attribution'>\n<p><a href=\"http:\/\/www.nytimes.com\/2011\/03\/16\/business\/media\/16adco.html?hpw\">Aflac and Chrysler, Turning to Social Media, Hit Trouble &#8211; NYTimes.com<\/a><\/p>\n<p>These comments that open the NY Times article are delightfully naive. It is difficult to remember the uneven, perhaps lumpy, distribution of experience with emerging tools and media and the consequences that follow. Corporate brand managers would rather not associate themselves with snark, but the snarkiest and least appropriate get the most attention. Maybe there is a Machiavellian, Barnum-esque dynamic at play &ndash;<em> there is no &ldquo;bad&rdquo; publicity;<\/em>\u00a0and, spokespeople have a parachute clause that rewards them for crossing a line that brings outrage.<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>One challenge is the \u201camplified effect\u201d of social media, said Ian Schafer, chief executive at Deep Focus, a digital agency in New York, citing how, on Twitter, \u201cyou put something out and it can be retweeted thousands of times.\u201d \u201cIt\u2019s an age when anybody can communicate to an audience,\u201d he added. \u201cIt didn\u2019t used to [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"quote","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"jetpack_post_was_ever_published":false},"categories":[],"tags":[780,781,1539],"class_list":["post-38396","post","type-post","status-publish","format-quote","hentry","tag-edp","tag-emergent-digital-practices","post_format-post-format-quote"],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"","jetpack_shortlink":"https:\/\/wp.me\/p6PWot-9Zi","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/rafaelfajardo.com\/portfolio\/wp-json\/wp\/v2\/posts\/38396","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/rafaelfajardo.com\/portfolio\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/rafaelfajardo.com\/portfolio\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/rafaelfajardo.com\/portfolio\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/rafaelfajardo.com\/portfolio\/wp-json\/wp\/v2\/comments?post=38396"}],"version-history":[{"count":0,"href":"https:\/\/rafaelfajardo.com\/portfolio\/wp-json\/wp\/v2\/posts\/38396\/revisions"}],"wp:attachment":[{"href":"https:\/\/rafaelfajardo.com\/portfolio\/wp-json\/wp\/v2\/media?parent=38396"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/rafaelfajardo.com\/portfolio\/wp-json\/wp\/v2\/categories?post=38396"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/rafaelfajardo.com\/portfolio\/wp-json\/wp\/v2\/tags?post=38396"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}