What lesson can marketers draw from the case of Molson Coors Brewing Company's venture into social networking?
What will be an ideal response?
Molson Coors Brewing Company created a photo contest on its Facebook fan page. The firm invited college and university students to post photos of themselves in party mode. While students loved the contest, the institutions and surrounding communities were upset that Molson Coors seemed to be promoting irresponsible drinking. The company felt compelled to withdraw the contest. What marketers can learn from this incident is that connecting a company with an online community can pose certain risks. Company's may become the target of negative comments from unintended audiences, despite success in reaching intended audiences. However, that is part of the cost of taking part in an online community's communication. Companies must learn to negotiate their way through this new environment if they wish to lead the way in social media and continue their conversations with customers.
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