ABSTRACT
In the final chapter, we focus on exploring the constructive nature of social media storms and the positive potential that entails for organizations, consumers, and society. Also, we critically analyze whether companies should associate their brands with social issues taking the risk of initiating social media storms. Understanding these dynamics could help leaders assess the possible benefits and risks of such tactics. By demonstrating real cases of “woke” advertising, we explore the ways companies can ride the waves of social media storms and create positive outcomes for their brands, the consumers, and society on a win-win-win basis. Further, we explore the potential use of social media storms by Non-Governmental Organizations (NGOs) that want to generate pressure on other organizations regarding wrongdoings that fit in their agenda of causes.
After reading this chapter, you will:
Understand the dynamics surrounding “woke advertising” and “brand activism”;
Gain insights into the potential benefits and risks that brand activism entails for organizations;
Critically assess whether and when brand activism is a suitable tactic for a company;
Realize the potential interplay between brand activism and social media storms;
Analyze the potential use of a social media storm as a marketing tool by companies and NGOs.
