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February 22, 2011

PRSA Chair on Social Media's Role in Civility of Online Marketing — Harvard Business Review Op-Ed

PRSA had an op-ed published Feb. 22, 2011, in the Harvard Business Review. Authored by PRSA Chair and CEO Rosanna Fiske, APR (@Fiskey), the opinion piece examines whether social networks such as Facebook and Twitter actively encourage crass marketing tactics, such as those employed by fashion designer Kenneth Cole.

Social Media's Role in Civil Marketing
Rosanna M. Fiske, APR
Harvard Business Review
Published: Feb. 22, 2011

When fashion icon and marketing provocateur Kenneth Cole unleashed this infamous tweet earlier this month on the heels of the uprisings in Cairo, all hell broke loose in the digerati. The digital equivalent of "off with his head!" could be heard for days as people on Twitter, in blog posts and Tumblr updates, and — perhaps most embarrassingly to Cole — on his company's Facebook page, expressed their grievances over his ill-timed remark.
But, in retrospect, was he really to blame? Or do social networks themselves share responsibility for such shameless online marketing and advertising? At the very least, one has to question whether some social networks actively encourage this type of provocative brand messaging, all in the name of increasing ad revenue and driving coveted "buzz" for a brand.
Read the rest of the op-ed here.

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