How To Steer Your Company Through a Twitter Firestorm

Kellogg INSIGHT show

Summary: This month’s podcast provides tips for brands that want to create or manage their sound in a digital world. What should a brand sound like? That can mean a number of things—all of which are important when attempting to engage customers. One component is a company’s audio brand. This ranges from the music used in commercials to the song playing when a CEO walks onto stage to the actual sounds that a brand’s product makes—the bleeps and blips that happen when you interact with it. Steve Milton from the audio branding company Listen discusses. And companies need to maintain their voice on social media, which can be hard to do if a brand suddenly finds itself on the wrong end of a Twitter boycott. We talk with Tim Calkins, a clinical professor of marketing at the Kellogg School, about navigating potential social media issues.