rotten to the core: a case study of applebee's pr meltdown on facebook
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ROTTEN TO THE COREA CASE STUDY OF APPLEBEE’S PR MELTDOWN ON FACEBOOK
Desirae JohnsonKennesaw State University
Fall 2013
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DISCUSSION OVERVIEW
Background on Applebee’s Case
Literature Review
Research Question
Method/Analysis
Conclusion
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Timeline of Events
BACKGROUND ON APPLEBEE’S CASE
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LITERATURE REVIEW
Bridgeman (2008) — Conversation, not statement
Tinker, Dumlao, & McLaughlin (2008) — Collaborate with public, lead conversations
Tinker, Fouse, & Currie (2009) —Cannot use new technology to do the same old thing.
Security Director’s Report (2009) —No formal policies on how to use digital media.
Coombs & Holladay (2012) —Ineffective response to “paracrisis” damages organization-stakeholder relationship.
Young & Flowers (2012) — Take time to craft responses.
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RESEARCH QUESTION
Literature Review
• One thing is missing: Ethics.
RQ: Did Applebee’s demonstrate ethical behavior when responding to user complaints
on Facebook?
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METHOD
CASE STUDY
The TARES Test: Five Principles for Ethical
Persuasion (Baker & Marthinson, 2001)
• Truthfulness of the Message
• Authenticity of the Persuader
• Respect for the Persuadee
• Equity of the Appeal
• Social Responsibility for the Common Good
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Truthfulness of the Message
ANALYSIS
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ANALYSIS
Truthfulness
of the Message
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Authenticity of the Persuader
Are loyalties balanced in the situation?
Demonstrates loyalty to Applebee’s and not the stakeholders by omitting that the company itself violates policy.
ANALYSIS
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ANALYSIS
RESPECT FOR THE PERSUADEE
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ANALYSIS
RESPECT FOR THE PERSUADEE
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ANALYSIS
Respect for the Persuadee
• Applebee’s did not demonstrate Respect for the Persuadee.
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ANALYSIS
Equity of the Appeal
• Reflection and counterargument?• No. Applebee’s deleted Facebook
comments, and hid its original post.
• Fair?• No. Information was omitted, users banned,
and comments deleted.
• Do persuadees understand position?• No. The stated position (protecting customer
privacy) was not the position demonstrated by Applebee’s.
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ANALYSIS
Social Responsibility for the Common Good
• Does this encourage public dialogue based on truthful information?
• Can competing ideas be fairly heard and considered by the public?
• Is sensitivity to wider public interest?
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CONCLUSION
Truthfulness: Downplayed relevant evidence
Authenticity: Loyal to company, not stakeholders
Respect: Promoted raw self-interest by deleting comments
Equity: Lack of fairness and understanding; no
room for counterargument
Social responsibility: Discouraged dialogue of competing ideas
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Questions?
THANK YOU