“Observing and understanding the social media phenomenon is one thing-leveraging this trend for advertising purposes is quite another. While most companies recognize the value of social media advertising opportunities, not many have figured out how to execute these kinds of campaigns and the unique risks they entail because of the potential that a viral marketing effort can backfire and actually harm a brand.” KindPurposeValuesOpportunitySocialUnderstandingEffortBusinessCompanyRiskOne ThingMediaUniqueMarketingSocial MediaHarmCampaignsAdvertisingBrandsPhenomenonTrendsObservingViralBackfire Author:Stephen Jin-Woo Kim
