How Social Media Power Modern

BoycottsW. Timothy Coombs

University of Central Florida/Tallinn University

Traditional

Message lost ordistorted

Modern

Activists

News Media

Targets

X

What they share

Reputational Threats

Focus on message

Benefits • Establish legitimacy• Demonstrate commitment

Increased threat• Vulnerability of reputations• Leverage from social media• Visibility• Connectivity

Sophisticated communication

Web Site

Facebook

YouTube

In-store

Twitter

Detox Case• Objective: end use of specific toxic chemical in textile industry• Focus: pressure brands

Detox process

Customers

BrandsSuppliers

Campaign• July 2011• Initial request sent and responses posted• Coordinated pressure• Victories: Puma, Nike, Adidas , H&M, C&A, Mango, Zara, Li-Ning,

Levi’s, Esprit, Victoria’s Secrets, G-Star, Raw, Valentino, and Benetton

How Social Media Powers Boycotts• Focus on message• Win support• Mobilize

• Increase salience• Establish legitimacy• Demonstrate willingness

• Threaten reputation