BlueFin Labs focused on those publics who needed to have data about the online chatter. They knew that this data could be valuable to “brands, advertising, creative teams, media planners, media buyers, broadcast networks, program writers, directors and producers, and cable systems” (Deighton & Kornfeld, 2013, p. 4). One important element that this case should have identified is the community created by social media users themselves. Heath, editor of the Encyclopedia of Public Relations (2005) identifies “community,” as what “can be conceptualized as a group of people who share a common experience, identity, or interest and who are joined together through their interaction or communication.” (p.171). Twitter users will “tweet” using a maximum of 140 characters to articulate their thoughts, also called “tweeting.” These users will “tweet” about a specifc ...
... middle of paper ...
...hartered Institute of Public Relations. (2013, 1 21). Best Use of Social Media – Case Study. Retrieved from Torfaen County Borough Council – Social Media Campaign – In the Depot: http://www.cipr.co.uk/content/events-awards/excellence-awards/results/20-best-use-social-media/case-study
Deighton, J., & Kornfeld, L. (2013). Bluefin Labs: The Acquisition by Twitter. Boston: Harvard Business School.
Heath, R. L. (Ed.). (2005). Encyclopedia of Public Relations (Vols 1-2) . Thousand Oaks, CA: Sage.
Lovett, M. J., Peres, R., & Shachar , R. (2013). On Brands and Word of Mouth. Journal of Marketing Research, (L), 427–444.
Nielson Social. (2014, February 3). Nielson Social . Retrieved from Nielson Social: http://www.nielsensocial.com/super-bowl-xlviii-nielsen-twitter-tv-ratings-post-game-report/
Swann, P. (2010). Cases in Public Relations Management. New York, NY: Routledge.
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