How Social Media Plays a Part in Creating A Brand's "Celebrity"

 

For 30 Points:

Many companies have turned to social media to enhance their brand's "celebrity" status - maybe they use a celebrity endorser, or maybe they themselves become the celebrity!

Think of the many companies who use Twitter, Facebook, etc to drive consumer loyalty - Wendy's, Dove, Denny's, Burger King, Charmin, etc. These companies are the current media "darlings" and are using new platforms to reach a broadening market - internet users. By being creative in making viral videos or hashtags these brands have catapulted themselves into the limelight reserved for those with "celebrity" status. 

In today's world, however, just as quickly as a brand can stake a claim to fame, it can also stumble. Read for example, "The 7 Biggest Social Media Fails of 2017" from Entrepreneur. 

https://www.entrepreneur.com/article/294925 Links to an external site. 

How can companies utilize advertising and social media to recover their "celebrity" status after failures like these? Find an example of a "fall from grace" case study that played out in social media (NOTE - please do NOT use one of the examples from the article linked above - find a DIFFERENT example). Analyze what the company did poorly and provide information on how they are (attempting) to recover. 

Submit your analysis via a 3-4 page paper. (Make sure to include links to any pertinent messages/ads/endorsements, etc.) and don't forget to cite those sources!