400 Part Three Key System Applications for the Digital Age placing much more emphasis on customer satisfac retail industry rivals in the months that followed. tion and service. Social media monitoring helps mar- Nordstrom customers remained loyal to the brand. keters and business owners understand more about Previous Trump tweets calling out other brands such buyers' likes, dislikes, and complaints concerning as Lockheed Martin had hurt stock share prices. In products, additional products or product modifica September 2016, San Antonio-based Miracle Mattress tions customers want, and how people are talking provoked angry social media backlash when it posted about a brand (positive or negative sentiment). a Facebook video advertising a "Twin Towers Sale." Prompted by customer social media comments The video encouraged customers to "remember 9/11" about meats other than roast beef, fast-food sandwich and "get any size mattress for a twin price." Miracle restaurant chain Arby's launched a "Meat Mountain" Mattress removed the video from its Facebook time- campaign poster showing various meats other than line, and owner Mike Bonanno posted an apology roast beef. Arby's customers mistakenly thought the letter. poster displayed a new sandwich and, through social media, indicated they were anxious to try it. Arby's Sources: Rob Preston, "Open Road," Profit Magazine, Spring 2018; then responded with a new $10 Meat Mountain Melody Hahm, "26-Year-Old Launches Instagram-Fueled Fast sandwich. Fashion Brand," Yahoo Finance, July 25, 2018; Craig Smith, "844 Social media campaigns can be tricky to orches- Amazing Facebook Statistics (July 2018) by the Numbers," Dmr, July 30, 2018; www.Macktrucks.com, accessed July 29, 2018; Janet trate, and the results are not always predictable. Morrissey, "Brands Heed Social Media. They're Advised Not to When social followers of Donald Trump called for Forget Word of Mouth," New York Times, November 26, 2017; Farhad boycotting Nordstrom for dropping Ivanka Trump's Manjoo "How Battling Brands Online Has Gained Urgency, and clothing line from its stores, Nordstrom's stock price Impact," New York Times, June 21, 2017; and Lindsay Friedman, "The 12 Worst Social-Media Fails of 2016," www.entrepreneur.com, rose, and the company outperformed many of its September 22, 2016. CASE STUDY QUESTIONS