The Blind Side

I really want to talk about a movie called The Blind Side we watched today in the Public Relations Administration class. It is a story about Michael Oher, a black homeless and traumatized boy who became an All American football player and first round NFL draft pick with the help of a caring woman and her family.

I was touched, and cried, many times during this movie: when I saw this boy wares a short-sleeve T-shirt and sit alone in the public laundry room, when I saw his bio-mother cried because she couldn't see him, when I saw the woman did anything to help him learn, live and grow.

Michael Oher is lucky, he received help and encouragement from his foster mother, from his whole family, from his teachers in school, and from his peers. But what's more important is, the love and hope from all the people who have helped Michael, is something we should think about.

This seems to have nothing to do with public relations, but it is essential to any leader - the meaning of spiritual leadership. A good leadership needs vision, courage, and management skills, but to step into further, a good leader offers hope and love. Like the woman, Michael's mum. What she did was not only just offering him a bed, but love and hope. If she didn't do so, Michael would continue to live a miserable life, he couldn't get better education, or even would have been shot to death in his own town. It is this woman and his whole family that gives Michael hope, love and success.

Every people have a blind side, it is important that we see through it, an offer of love and hope, can change a person's life.

Second Life

Second Life is a 3-D online virtual world for people to live, connect and play. In my childhood I used to play the game Vitural Life, so when I heard about Second Life about one year ago, I was kind of excited and registered at once. It is a game but more than a game. It is a community where you can live your own life, meet new people, play and travel.

Even though I registered Second Life early, but my experience on it has been limited. Mainly because I usually don't have that much time into it. I like it though, for the reason it is a networking in a relaxed way, which is different from other social media sites such as Linkedin.  However, the networking through Second Life is uncontrolled to a certain degree, you have no idea when and where you are going to meet another person, and you have no idea who he/she is gonna be. Interesting and challenging right?

For me, the most exciting part is the fashion part. I love to shop in Second Life, decorate my character and change my look with different dressing styles. I think this is one of those features that attract people, especially females. You can live in here totally different from yourself in your daily life! You can try something on here which you like but won't put on in life, you may realize  something new inside yourself, that's a wonderful feeling!

There is a chat bottom in the view of Second Life when you play, this bottom allows you to talk with people who are nearby you. But sometimes people are really not into a "talk mode," many would like to enjoy themselves in this world. It happens on me as well. The good thing about Second Life is that it is entertaining. Many people would like to play and explore it after they get done of their work in the day.

In Second Life, you can live the life you want, I shop, play with dogs, drive my car to anywhere I want...Overall, I like this unique social media site, though time-consuming, at least I feel free to live, and meet new people...it's an exciting thing as well.  

Social Media Measurement

In reaction to our social media measurement presentation, I want to do some written summary of it since we don't need to turn in any report or paper on it. 


Social media measurement refers to the tracking of various social media content such as blogs, wikis, micro-blogs, social networking sites, video/photo sharing websites, forums, message boards, and user-generated content in general as a way for marketers to determine the volume and sentiment around a brand or topic in social media.There are both entry level free tools and enterprise platforms available for use by digital marketers and PR professionals.

The three most powerful things that social media does for your business are:
1.) It drives traffic to your website: 61% of companies said that social media led to an increase in their website traffic.
2.) It allows you to engage with prospects: The whole idea behind social media is to engage with your network. Having a Facebook Fan Page and Twitter profile allows you to interact with local businesses and your fans and followers in an easy, accessible way.
3.) It builds your brand: There are more than 500 million users registered on Facebook and over 190 million users on Twitter. The more active of a social media presence you have, the more fans you’ll get, and more fans means that more people are aware of who you are and what your brand is.

I would like to talk about the concept of ROI: return on investment -- A performance measure used to evaluate the efficiency of an investment or to compare the efficiency of a number of different investments. This is usually what the company management and stakeholders wants. For an organization, it is important to tie their social media to business objectives and metrics, which helps the organization see a clearer picture. There are many social media metrics among different people's mind. Here I adopt these four: Conversation, Amplification, Applause, and Economic Value.

There are many platforms that we can use to measure the performance of our social media, including Google Alerts, Radian 6, Google Trends, Google Insights, Twitter Trends, Linkdex, etc. Many of these are free, so you can measure your social media at any time.

During the discussion period, Prof. Melissa brought up the concept of ROE - Return on expectation, which is really valuable, since social media mainly is effective to build up confidence, trust, satisfaction, and commitment, which are hard to measure. These definitely will increase an organization's economic value overall, but more importantly, it builds up the image and reputation, which is valued by many organizations right now.

Reference:

1. Best Social Media Metrics: Conversation, Amplification, Applause, Economic Value: http://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-applause-economic-value/utm_source=rss&utm_medium=feed&utm_campaign=Feed%3A+OccamsRazorByAvinash+%28Occam%27s+Razor+by+Avinash+Kaushik%29

2. Social Media Analytics: Twitter: Qualitative and Quantitative Metrics: http://www.kaushik.net/avinash/social-media-analytics-twitter-quantitative-qualitative-analysis/

3. Social Media Measurement, it’s not impossible: http://jiad.org/article127

4. 6 Key Metrics for a Social Media Dashboard: http://searchenginewatch.com/article/2067457/6-Key-Metrics-for-a-Social-Media-Measurement-Dashboard-Best-of-SEW-2010-4

Dealmoon and Its Social Media Saves People's Time and Money

When I was thinking of what to talk about of this blog post, one idea that came across my mind. Right now an account gets really popular on Chinese micro-blog site - Weibo.com. This account is the official micro-blog account of Dealmoon.com in China. It's near Thanksgiving and the annual Black Friday. I can feel that Dealmoon will lead us rock this shopping season out again.

Founded on March 8th, 2009, Dealmoon is a site for Daily Deals and Coupons created for families. Upon establishment, Dealmoon aimed to become the best shopping deal site. It offers latest news for shopping deals, coupons, and price drops to customers. 

All the year around, Dealmoon researched on all kinds of deals and compile to resources list. Especially during Black Friday Sale, it will offer a huge list of stores on their Black Friday Deals page. People can download a sale flyer from countless stores, learn what time each store opens on Friday, and find where each store is located. For customers who are looking for any particular items, the website offers Black Friday Shopping Guide.  Click on what item you’re looking for and find a detailed list of what stores carry those items.  You’ll be able to compare prices so that you can find the best deal and map out your shopping day to be most efficient.

I think Dealmoon is now a success, one major reason is that it does something free for the customers to save their money and maximize their interests. But how to reach to the customers? I believe Dealmoon has been doing quite well. 

It has its greatly functional website http://www.dealmoon.com/, which includes all the deals:

It has its micro-blog accounts - both on Twitter and Weibo. Using micro-blogs to reach customers is really an effective tactics for a company like Dealmoon to share information and convey messages. Because (1) the information it shares are short, basically includes what the deal is, where it comes from, what's the deadline, that's it! (2) Deals come out in every minute from different stores, once Dealmoon gets the deal, it will post it out. So for the nature of content and time requirement, micro-blog is a perfect tool.

Any Dealmoon is clever to reach mass publics in China who has extremely huge potential of purchasing products. Reaching out Chinese publics by Weibo is the fastest, cheapest and most effective way. And Dealmoon on Weibo gets much more followers and fans than on Twitter or Facebook - it has nearly 60,000 followers on Weibo!

Of course it has its Facebook page as well. 

For me, receiving updates from Dealmoon simply by following it makes my purchasing selections really time-saving and money-saving. I just purchased a Macbook Pro, the deal is from MacMall, really a good bargain, thanks to Dealmoon. 

Whole Foods Market, a Leading Social Media Brand

Why I want to research on Whole Foods is because once in a class, we group members were talking about brand reputation. Someone said, "Okey, let's compare Publics and Winn-Dixey..." I was suddenly feeling confused because I went to Winn-Dixey quite often, because of what? Because things a cheap and I didn't find anything that's really bad. The he said, "fine, let's compare Whole Foods and Publics..." At that time, I knew that Whole Foods enjoyed a really great reputation among customers. Actually I like Whole Foods, because it makes me feel I can be healthy and balanced by eating. But the price of foods inside is really expensive. I felt like I wanted to dig more about this brand. I did, and after the research, I decide to make this topic as my social media integration paper. 

Whole Foods Market is one of the biggest international foods supermarket chains. Since its first launch of e-commerce and development of social media in 1997, Whole Foods has implemented well-rounded and authentic social media strategy, which enables the company to play a leading role in social media branding. Whole Foods incorporates its communities and core brand values, and actively participates across multiple platforms, including Facebook, Foursquare, Twitter, and Flickr. 

There are several features of Whole Foods' social media strategy:

(1) It creates local social media sites. Whole Foods realizes that it is an international brand that sets its goal as "going local." So every Whole Foods local stores have their own social media sites, including Facebook and Twitter. Having local accounts means customers in every specific areas can get faster and better response and services. This move also helps Whole Foods to create communities, changing the customers experience from simply purchasing foods into seeking for a platform to communicate and get educated. This tactic is the most effective, authentic and notable one among its social media tactics. 

(2) It focuses on customer interaction. This is the core of Whole Foods' social media value. According to Bill Tolany, Whole Foods’ integrated media officer, responses to customer comments on Twitter accounts make up 85% of all the tweets sent out by Whole Foods Market stores. Just 10% of the tweets are content-based and 5% are promotional. We can see the company's intention to communicate with customers. 

(3) Both on-brand and personal online presence. With so many social media sites and accounts, Whole Foods' employees handle the consistency appropriately. They want their social media channels to convey brand personality and not necessarily the personality of the individual managing the outgoing messages and conversation. However, they also sought individuals who understand their brand voice — friendly, positive and conversation-driven –- to be the social media specialists. They can add their own personality into the conversation while obey the general guidelines. To Whole Foods, what is really important to the customers, fans and critics is that they receive quick, helpful responses.

Below is the "Facebook/Twitter Central Hub" on Whole Foods' Website to provide directory to each local page/account or other specific topics.

Blogs, Blogging, Bloggers

Once my media relations professor told me that blog will definitely be the new trend of social media since it holds tremendous potential in PR functions such as information sharing, issue framing, persuasion, etc. This blog is in response to the article by Michael Kent "Critical Analysis of Blogging in Public Relations." His opinions are interesting and thought-provoking.

Kent acknowledges that for PR professionals, blog is a great place to start in research as a tool for information gathering and environmental scanning. Every blog, especially blogs for information, business or academic use, is usually focusing on certain area or particular topics, thus each blog develops certain audiences around it. PR practitioners who want to understand the publics and public sentiments around certain topics, they'd better check blogs for information. Once some unanticipated issues arises, blog is also useful tools for issue management, like searching for reader sentiment, linking to useful information, etc. In addition, using blogs as a way to influence the audiences is probably most mentioned by PR professionals. Allowing or encouraging visitors to an organization's website to participate in how online news is framed is the biggest strengths of blogs. Many companies hire people to write for their product to frame the public opinions positively towards their products.

However, there are weaknesses of blogs, according to Kent. Communicative risks do exist in blogging, bloggers have two features: anonymous and informal. Bloggers, even act sometimes as opinion leaders, live in virtual world, this is the reality. And, bloggers sometimes cannot even be a representative of publics, because you will never know when a comment of an idea will become the next trend. Informal does not refer to every blogs and bloggers. There are many brilliant PR blogs that I follow during the whole simester. Bloggers behind are smart, wise and thoughtful, and in fact, they are still opinion leaders in their areas. But some bloggers, even some company's official bloggers, are lack of appropriate training on public relations. Another weakness that I noted in the article is the credibility and status of some bloggers. Most bloggers (65%) do not consider themselves “journalists,” most bloggers (84%) post infrequently, only about half of all bloggers (56%) make any effort to check their facts, most bloggers (60%) do not publish corrections, and most bloggers (95%) get their news content exclusively
from the Internet, according to Kent's research. Therefore, it is important for the PR professionals to distinguish whether this blog or blogger is worthwhile of their efforts to reach.

I am currently interning with Alarcon PR and is doing media relations for our client: Actionable Business Training, which just launched a "Start My Own Successful Business" seminars for small business wannabes and entrepreneurs to start and grow their business. I am reaching many bloggers, who write on small business and entrepreneurs. From my experience, the fundamentals of working with bloggers are the same as with traditional journalists at traditional media outlets: respect their schedules; take time to read their material to learn their interests; and only contact them if/when they want to be contacted.

Reference: Michael Kent (February 12, 2007). Critical Analysis of Blogging in Public Relations. Public Relations Review 34 (2008) 32–40

Reflection on Toby Srebnik's Speech

Today Toby Srebnik, Director of Social Media from O'Connell & Goldberg PR gave us a speech as a guest speaker on the topic of Social media evolution and audience engagement.

In the world of socialnomics, social media really matters to brands. Social media sites can showcase an entity's personality, drive traffic to the entity's locations and web presence, build trust-based relations, create buzz, establish a dialogue and following with fans, communicate values, and mitigate negative public relations, etc.

Amongst the various social media sites like Twitter, FB, Linkedin, and Foursquare, Srebnik specified in Twitter use for business. He offered some tips on Twitter for business:
(1) Telling the story in your bio: be clear upfront of who you are; (2) interaction: a two-way conversation enables business growth; (3) personality: it is important to make sure the customers receive  fastest and effective response and convey a consistant corporate voice, but cleverness and fun to some extent helps; (4) ask questions of your followers to initiate conversation; (5) retweeting helpful tips: this serves as a way of reminding and emphasize.

The company which runs its brand on Twitter should remember that Twitter must be a conversation, and the person who tweets should have something valuable to contribute. Like anything, over time Twitter becomes second nature, not a burden or one additional thing to do. This is when Twitter as a marketing or PR tool is incorporated into the strategic communication plan of a company.

While Twitter is all about branding and brand reinforcement, FB is more of a storefront (store hours, address, photo gallaries, customer interaction) which is indispensable in social media branding as well. To achieve a well-rounded social media strategy, Linkedin and Blog are another two important social media tools to reach targeted audience.

In order to see what people are saying about your entity before or after you launch your
social media presence, there are multiple websites to use as measurement.  Several of these sites
are FREE including on sites: socialmention.com and www.toolreach.com.

I really agree with one of his line in the speech: Entities that give followers a true sense of community
succeed with social media. In building up a community, companies need to do something that will stand out, and also, implement different social media tactics according to different social media sites or tools.

Prezi - Trend for Ideas Sharing

I got to know a recently emerging presentation tool, Prezi, which has become increasingly popular. Prezi is a cloud-based presentation software and storytelling tool for exploring and sharing ideas, distinguished by its Zooming User Interface.

Users input their ideas - editing words, inserting images and Youtube videos on Prezi canvas. For a more organized information display, users can frame and group the information according to topics. Then, Prezi allows users to construct a prescribed navigation path. Zooming User Interface enables users to zoom in and out of their presentation media. For showing or editing the presentation, users are able to present directly on "Your Prezi" with full screen to the audience. To invite other viewers to check or edit the presentation, users can generate a link sent to the people whom they want to share the prezi with, anyone who has the link can view the work but only those who has Prezi account can edit the presentation.

Prezi was first developed by a Hungarian architect Adam Somlai-Fischer as an architectural visualization tool. This tool makes ideas sharing more interesting, intuitive and visual.It serves as an innovative tool in for business and conference, education, information and data visualization, diagram processing, mind-mapping in the realm of cognitive sciences, resumes and portfolios, individual expressions of creativity like E-cards, etc. Aside from online designing and presenting, Prezi offers off-line desktop application for Pro users to create and save their presentations on their own Windows, Mac or Linux systems. If co-editing and showing in real time to people that are geographically separated, Prezi has a Meeting feature to allow up to ten people to participate in editing or showing prezi simultaneously. Prezi Viewer for iPad is an app developed for the iPad prezis viewers.

Different from Powerpoint, Prezi is a non-linear navigation, has a map layout instead of slide stack layout, is web-based rather than computer-based. But Prezi has limited printing options. Another criticism for Prezi is that it induces nausea. The company has acknowledged this potential side effect and offers video tutorials for wiser use of layout to avoid this excessive visual stimulation. Since the interesting formats Prezi brings for a presentation, the content and logic in presenting might be distracted. Therefore, it is important to know your goal first, handle the tool well to let it help you to accomplish your goals.

With its various attracting features, Prezi is definitely becoming a trend for presentation and idea sharing.Like Slideshare, Prezi is going to be another dominating social publishing site which will be utilized by more social media users and practitioners.

RSS Feed, A Really Simple Tool that Simplifies Your Life

In reaction to Chapter 9 of PR 2.0 – RSS Technology: A Really Simple Tool to Broaden Your Research. “RSS (originally RDF Site Summary, often dubbed Really Simple Syndication) is a family of web feed formats used to publish frequently updated works—such as blog entries, news headlines, audio, and video—in a standardized format. An RSS document (which is called a "feed", "web feed", or "channel") includes full or summarized text, plus metadata such as publishing dates and authorship.” – Wikipedia, A Definition of RSS.

More specifically, RSS feeds can be read using software called an "RSS reader", which can be web-based, desktop-based, or mobile-device-based. The user subscribes to a feed by entering into the reader the feed's URI or by clicking a feed icon in a web browser that initiates the subscription process. The RSS reader checks the user's subscribed feeds regularly for new work, downloads any updates that it finds, and provides a user interface to monitor and read the feeds.

Before RSS came to our life, the news that we read daily is sorted into millions of newspapers, magazines, TV news, etc. The readers’ freedom is to select the media feed they are in favor of, not necessary contents. Now, RSS takes a step further: the readers now have freedom to have their own feed to access information. For example, I used to skip through the whole newspaper to read the news of my own interests, but now, with the RSS technology, I can subscribe and receive news of our favorite sections or topics. What’s more, in several RSS readers, i.e. Google Reader, you will be able to add star to certain articles. By doing this, the system will automatically re-rank the priority lists of news according to star system and recommend you the topics that related to the star one.

In addition to news reading, the RSS also can be used to fetch latest updates from our favorite websites as long as it supports RSS subscription. With this function, we will be able to receive latest news through one single RSS reader, instead of skipping through ten different websites. For my blogging project’s comment log part, I use Google Reader to subscribe to many leading PR and social media blogs, which are out of my interests. I don’t need to bookmark these sites into my bookmark bar on my website browser, instead, by opening my Google reader, I’m able to go through all the latest updates on my favorite sites. By scanning the updates, I can click those I would like to comment on and then leave my comments.

I believe RSS is a revolutionary invention for the information industry and will add values across all industries and client types. Especially, in an era with explosive amount of information communicated everyday, it helps people to cut down the information stream that they receive based on their own interests, simply simplifies our lives.

2011 Miami Book Fair International

2011Miami Book Fair International will be opened on Nov. 13-20! This year, China is honored to be the featured country of the Book Fair and welcome to China Pavilion!

Actually I am the PR coordinator of a team doing public relations campaign for the China Pavilion on behalf of the Confucius Institute of Miami Dade College, who holds the Miami Book Fair International.
It is really a great opportunity of me being involved into this, because the Confucius Institute doesn't even have any PR staff for this big event, so I would be engaged in every detailed action of this campaign. However, it means huge challenge and difficulty because we should start from scratch - including research, plan, action, and evaluation.

During our research, we figured out our targeted audiences: Educational Institutions located in Miami area that offer Chinese language or culture courses, local Chinese communities, Educational institutions' faculty and students who are majoring in art, literature, communication, and culture, and all publics who are interested in literature, art culture and cross-cultural communication. We targeted our media as: local Chinese newspapers including Florida People's Weekly and World Journal, as well as local English media focusing art, educational literacy, and China/Asia. And we set our goal - to increase the awareness of and the number of visitors to China Pavilion, and objectives.

We plan to reach out our targeted audience and media mainly by pitching and social media. We also decide the tasks:
1. Writer English and Chinese press releases
2. Develop pitch letters for media, educational institutions, local Chinese communities, etc.
3. Develop media lists for  art, educational literacy, and China/Asia
4. Recruit volunteer for China Pavilion
5. Build up social media sites for the China Pavilion
6. etc.

We are now in the period of action. I'm not doing specific pitching or social media in front but act as a leader, a coordinator, a liaison, and a information provider. I really feel that a PR campaign is a big project, and in every minute you will be distracted by many details, requests or information.

And social media is actually a time consuming sub-project to do. You need well-rounded information, and need to figure out ways to reach out, like sending out invitation, also you need to update posts every time you have a new activities or so. Well, the event if not far away from here, good luck on us!

Four Ways for Advanced Companies to Prepare for Social Business Success

As more and more companies have implemented social media marketing and PR, some have been more familiar with the new media tools to reach the audience. Social media can be very effective for a crisis, meanwhile, social media crises are also on the rise - yet most companies are ill-prepared.

Companies are often quick to deploy Facebook pages and Twitter account, but the complexities of social media business are often ignored, long-term success in social media requires adequate preparation. For the corporation, this involves a realignment of roles, policies, processes, and a transformation of the enterprise into a social business.

There are four ways for advanced companies or companies which want to be advanced to follow internally:
(1) Business Governance and Reinforcement: establish and reinforce a corporate social media policy that allows employees to participate professionally. This require a company to establish a baseline process to reinforce and update the policy, as well as train incoming hires.
(2) Enterprise-wide response processes enables rapid customer engagement. A common fact that most companies are facing across the enterprise social media is that workflow becomes more complicated, consistency and efficiency decrease, while risks increase. Often the social media accounts managers find it hard to keep up with the growing volume of conversations. Therefore,  a social media triage and workflow process should be distributed across the company. Also, there should be a social media crisis response plan. Most of the existed crisis plan a company has does not include social media part. A social media crisis plan can help to diminish or avert the crisis.
(3) Ongoing education program and best practice sharing fosters continued learning. Even seasoned practitioners require continuous social media training. And best practice sharing among practitioners supplement social media education.
(4) A dedicated and shared central hub, often named the "Center of Excellence," provides leadership. Increased consumer adoption and low technological barriers encourage corporate stakeholders to deploy social media on their own, with or without approval. the widespread adoption, if without proper coordination, can result in a fragmented customer experience, duplication of resources, and increased costs.  So company needs a scalable formation, to organize in a Centralized formation in which a single group leads strategy and deploys efforts on behalf of the entire company. Also, assemble a dedicated, cross-functional group which is responsible for coordinating social business efforts.

Reference: Owyang, Jeremiah. (August 31, 2011). Social Business Readiness: How Advanced Companies Prepare Internally. Altimeter Group.

Nike Golf ‘s Social Media Presence After Tiger Woods’ Crisis

In the end of 2009, Tiger Woods was involved in an infidelity crisis. Triggered by a car accident, more than ten women stood out later on claiming that they once had affair with the world No. 1 golfer. Because of this crisis, Woods' marriage was in deep trouble and it went to an end on May 2, 2010. Amongst many Woods' sponsors that dropped him as a spokesman, Tiger Woods' main sponsor – Nike – is standing by its man.

Phil Knight, the chairman and co-founder of the sportswear company, has given his unequivocal backing to Woods at a time when other sponsors are distancing themselves from the world's top golfer. Knight said: "When his career is over, you'll look back on these indiscretions as a minor blip." Knight brushed off the scandal engulfing Woods as "part of the game" of sponsorship deals.

Nike has been advocating transparency as its corporate value and been very active on its social media sites including Facebook, Twitter, Youtube, etc. I Took a look at its social media sites after the crisis, the result is interesting.

On Nov. 27, 2009, the day when Tiger Woods' car accident happened, Nike Golf posted on its Facebook expressing concerns and believed he would be fine. And this is the only post about Tiger Woods' crisis during the whole crisis period. Not even a word on Nike's support to Tiger later on.

later on, Nike Golf filled its Facebook posts with a campaign it launched for Christmas which engaged many audiences because they gave away free gift for the holiday. And this event last for nearly a month which, of coures, overlapped with Tiger's crisis. I think Nike regard it as a way of distracting - drawing people's attention to their products and business, rather than focusing on the crisis itself. 

On Twitter, Nike did the same thing. On Nov. 27, 2009, Nike tweeted the same content on Nike Golf's Twitter account:

Afterwards, Nike Golf's Twitter account was full with its product information, other golf tournament and athlete report, etc. Again, not a word on Tiger Woods.


On March 17, 2010, Tiger announced that he would make a return to professional golf at that year’s Masters Tournament. On April 7, 2010, Nike released an television ad featuring Tiger Woods, which was deemed as an indirect response to the crisis. But the general meaning is that Tiger will learn from his life and Nike still shows its loyalty to this World No. 1 Golfer. On September 15, 2010, Nike put Tiger on Twitter to chat with the audiences.

Now, Tiger Woods is still the background person of Nike Golf's Twitter account.

Celebrity endorsement benefits a brand but may also put the brand at a risk. When a crisis happens, a company should  response to the crisis asap. Inform the publics of their decision and rationales. Nike indeed made announcement of their position regarding Tiger Woods after the crisis, but didn't do well in explaining and communicating with the audience. Partly because of the Tiger is a high-profile spokesperson. But the audience opinions was kind of mixed, Nike could have done better on this. And social media, has definitely been Nike's expertise.