Using social media to grab and hold viewers’ attention

Type in the Google search box a brand name and “+ complaints.” Then hit return. How many customers are talking about the company? What are they saying—is it positive or negative? Where are they saying it? Now narrow the search to news, video, and blogs. Repeat the same search on Twitter. Read reviews of the company on retail or review sites. Remember that the internet is one of the first places people turn when seeking information about a brand, product, or service. With this in mind, what is the overall image of the brand when you take into account official brand communication and social media content?

This chapter discusses evidence of media clutter such as the number of cable channels available in the average household (189). In what ways are marketers of traditional TV channels and TV shows using social media to grab and hold viewers’ attention?

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