Handling Crisis Communication On Social Media - What We Can Learn From The Germanwings Case

How to handle crisis communication on social media? See what we can learn from the Germanwings case and how to effectively use social media for crisis communication. 

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How to leverage sports sponsorship with social media: The example of adidas’ all in or nothing campaign and Twitter during the FIFA World Cup 2014 (Part 1)

Most companies are no longer concerning whether to add social media to the marketing mix or not. By applying traditional and Social Media Marketing (SMM), the even more relevant question nowadays is how to effectively combine those two elements. In the context of major sport events, such as the Olympics, the Super Bowl or the FIFA World Cup, this question is of utmost interest, as companies invest a lot of money to get access to the commercial potential of these events. The purpose of this paper is to analyse adidas’ communication campaign around the World Cup 2014 and thereby derive practical recommendations, which help sponsors to activate and exploit their sponsoring investments.

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