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Master’s Degree Thesis: Message Or Medium? Weighing Reactionary Differences To An Explicit Apology, Corrective Action, Or Compensation Appearing On Facebook, Twitter, Or Traditional Online Media

With the help of hundreds of people on Twitter and Facebook, I was able to complete my thesis. Here it is:

ABSTRACT

Message Or Medium?
Weighing Reactionary Differences To An Explicit Apology, Corrective Action, Or Compensation Appearing On Facebook, Twitter, Or Traditional Online Media

A Thesis Presented to the Faculty of Regis College, Weston, Massachusetts.
BY
STEPHEN SALEEBA

Social media usage has rapidly become an important part of many organizations’ plans when it comes to reacting to a crisis that results from a transgression. Despite a lack of research on the matter, many crisis management experts often assume that traditional communication tactics carry the same impact on social media as researchers have shown those tactics to have in traditional media. This study extends recent research about response messages and social media (Schultz, Utz & Göritz, 2010; Kerkhof & Beugels, 2011) by comparing two of the most popular social media forums worldwide. This research also builds on current and past research (Coombs, 2006; Coombs, 2008; Pace, Fediuk, & Botero, 2010) by comparing stakeholders’ responses to an explicit apology with their responses to similar-type expressions of regret, corrective action and compensation.

The 3 (apology vs. corrective action vs. compensation) x 3 (Facebook, Twitter-to-Facebook, online news article with response) experimental design introduced stakeholders to a fictitious supermarket facing accusations of customer overcharging. Each participant was exposed to a single condition. A pre-test/post-test design measured the increase in positive opinion of the company following exposure to that condition. Results found stakeholders’ positive opinion of the organization increased for every message and medium. It does not appear that stakeholders preferred any particular medium or message over the others. This suggests that the type of response message may be most important, whereas the specifics of the message or medium may not significantly sway stakeholders. Scholars and practitioners can use this study to better understand how to respond to a transgression through popular social media channels and traditional media.

Read: Full Thesis (.pdf)

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Why You Should Never Leave A Sporting Event Early… Ever… Ever.

The Bruins just lost a hard-fought Stanley Cup Final to the Chicago Blackhawks. It was a final that they probably shouldn’t have been playing in. But, as fate would have it…

I’m going to keep this short and let the pictures and video do the talking.

Down three goals with 10 minutes to go in game 7 against the Toronto Maple Leafs, the Boston Bruins’ fate look sealed; they were missing the second round of the 2013 playoffs. The two people sitting next to us decided to beat the traffic. These are their seats.

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Then this happened.

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Guess Who Got An Honorable Mention From The Boston Bruins For Boston Media Tweet Of The Week

tweet

(Humble brag)

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The ‘I Haven’t Blogged In A While…’ Post

In honor of not blogging, here's a picture from before XMas. Picking out the tree.

In honor of not blogging, here’s a picture from before XMas. Picking out the tree.

I feel like with every outdated blog I go to, I read the same thing: I haven’t blogged in a while. Sorry.

Well, given that I haven’t blogged in a while, and still have five weeks of grad school remaining, work (in which I spend 8+ hrs a day posting to what is essentially a beefed up blog), a wife to please, a small child to chase around, yard work, house work, etc., I might as well add the “I haven’t blogged in a while…” quote to my page.

I love what I do for work, but it’ll be interesting to see if I can rekindle my passion for hobby writing once I have a bit more free time.

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When I Get To Have Fun At Work: Local Craft Beer Edition

Fact: It's okay to drink beer from a blue plastic Solo cup --- as long as it's craft beer.

Fact: It’s okay to drink beer from a blue plastic Solo cup — as long as it’s craft beer.

I’m fortunate enough with my job to be able to embrace some of my hobbies – like drinking craft beer.

I recently wrote a post titled Local Beers You Haven’t Heard of (Yet).

The list includes:
Jack’s Abby
Wormtown Brewery
Idle Hands Craft Ales
Night Shift Brewing
Backlash
Slumbrew

and others… Feel free to take a read the full post at CBS Boston.

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Maybe Some Day…

Trapped in the depths of writing a thesis for my masters degree, I realize I have done a terrible job updating this page for the 3 people who frequent it. Perhaps some day, I’ll be able to return to enjoying writing… until then, onward and upward with the thesis.

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