Jen Zingsheim and guest co-host Mark Story welcomed special guest Beth Harte, from The Harte of Marketing blog. The Roundtable discussed the Domino’s crisis response (or lack thereof) in light of some creative teens, the timing of the rise of social media, and the inadvertent “brandjacking” by capturing publicly-available content.
- First item for discussion was the video of two Domino’s employees, the critcism of the company’s response, and the ensuing fallout: is this a lesson in where social media can head? From crowd-sourcing the detective work on, it’s an interesting case. The Roundtable also covered issues related to this topic, including the roles and responsibilities of the corporation verses the franchises–Beth points out both should be monitoring, each for different reasons–and the increasing importance of an accelerated response time.
- Next, Pandemic Blog had a piece
that makes the link between the rise of social media with the decline
in the economy, surmising that it was necessary to turn to social media
when “bloated” advertising budgets got cut. The Roundtable participants are skeptical of this linkage, and Mark Story points out that Ashton Kutcher being the first person to get 1 million followers on Twitter could be a sign of the Apocolypse.
- Finally, Geoff Livingston had a post about being “brandjacked by Seesmic”–while Geoff clearly was okay
with this use, the piece itself raises some interesting questions about
our rights to content we post in public spaces. Does the way that our content is reused matter–if it’s positive, it’s okay, if it’s negative, it’s not okay? Beth asks if we’re heading towards the same scenario for images as we’ve seen for music, that all digital content will be protected. Mark manages to compare Geoff’s description of his situation to the Allysa Milano photo controversy a few years back.