Using Social Media to Tell the Story of TOMS TOMSoffers more than a comfortable and trendy pair of shoes. It isabout status and a story to tell. Mycoskie realised the power ofthe TOMS story since the early days of the company and has focusedon it ever since. Mycoskie wrote in his book, acknowledging KendallHaven, who authored Super Simple Storytelling: “Human minds rely onstories and story architecture as the primary road map forunderstanding, making sense of, remembering, and planning our lives- as well as the countless experiences and narratives we encounteralong the way.” He added that smart, future-oriented companies usethis ancient impulse in new ways, by telling stories that peoplecan watch on YouTube and share on Facebook. He quickly realised thestrength of social and digital media to convey his story by saying:”People are no longer all listening to or watching the same fewradio or TV stations each week – they’re following their owncarefully curated Twitter feeds, commenting on and creating blogs,channel surfing among more than 500 TV stations, watching Hulu onlaptops, clicking on YouTube, reading Kindles and Nooks, andsurfing on iPads.” In 2009, Mycoskie partnered with AT&T byfilming a commercial, which ran throughout 2009 and was an enormoussuccess. The commercial profiled TOMS as a for-profit company thatdonates one pair of shoes to a child in need for every pairpurchased, and founder Blake who uses his AT&T BlackBerry toconduct business from around the world. Lots of people tweetedabout the commercial creating awareness about TOMS and AT&T,and support for the TOMS business model. 1- Discuss in youropinion, does business responsible for its society wellbeing orjust making profit? Why? 2- How TOMS shoes utilizes the CSR in itsmarketing activities?
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