Managing for Media Anarchy: A Corporate Marketing Perspective
by Why We Buy
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<p class="MsoNormalCxSpFirst" style="text-indent:.5in;layout-grid-mode:char">Journal of Marketing Theory and Practice, in press. Social media allows users to interact and engage
with corporations and brands in ways that would be unthinkable with any other communications
platform. In a new environment of “media
anarchy,” it is difficult to control corporate identities and brands. Assumptions underlying current approaches to
corporate communications, which fail to take account of user generated content,
are severely challenged and require new models.
We propose a taxonomy of “digital real estate” that acknowledges an expansion
in the media options available to managers.
Corporate communications specialists can employ this framework to help
them to clarify their position as they confront the reality of media
anarchy. <o:p></o:p></p>
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