understand the two sides to social media The banking Royal Commission in Australia has uncovered what appear to be some very unethical and possibly illegal activities. Research suggests that this has further eroded trust in banks and related businesses. This is the final of five thoughts addressing what can be learned from the reported behaviour […]

understand the two sides to social media The banking Royal Commission in Australia has uncovered what appear to be some very unethical and possibly illegal activities. Research suggests that this has further eroded trust in banks and related businesses. This is the final of five thoughts addressing what can be learned from the reported behaviour of banks and other businesses that have lost consumer trust. Trust is central to effective branding and essential to successful brand loyalty. These issues have been addressed at length in previous thoughts. The focus here is the impact and use of social media. Recent research in the United States highlights the double-edged sword that is social media. It found that: The interesting thing is that both groups are right. Social media is another issue to deal with in the event of a crisis. It can be the source of negative messages traveling around the community…