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ARTICLE · 02 MAY 2012

Coping With Social Media

Cassels
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The emergence of social media sites such as Facebook and Twitter has materially affected brand owners.

CanadaMedia, Telecoms, IT, Entertainment
John McKeown
John McKeown
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The emergence of social media sites such as Facebook and Twitter has materially affected brand owners. These sites, and others like them, allow brand owners to interact directly with their customers or potential customers. As a result the use of social media by brand owners is rapidly increasing.

The most popular media sites are Facebook1, Twitter2 and Youtube. In addition to the opportunity to take part in activities on these sites, each of the respective operators of the sites offers to brand owners digital advertising services and related products to assist in reaching consumers3.

At the same time, there are potential concerns with social media. Concerns include, but are not limited to, the unauthorized use and adoption of user names that incorporate brand names and the impact of unauthorized or negative publicity.

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