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- Be sure you are logged in to Padlet so your post won't be anonymous.
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Copy and paste:
- your 3 discussion questions
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https://marist.hosted.panopto.com/Panopto/Pages/Viewer.aspx?id=3c782a69-99ce-4ebb-b30e-afaf0042b535

1. Does this incident change your opinion of Chevy?

2. If you were apart of Chevy's PR team, how would you handle this type of situation?

3. Do you think social media monitoring is important when dealing with an incident similar to this one?

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https://marist.hosted.panopto.com/Panopto/Pages/Viewer.aspx?id=1e49cbcf-148a-4f52-a6a7-afaf00016fdc

1. Do you agree that the ALS Association did everything correctly when it comes to sharing information and communicating to the public? Do you think they could have done anything differently?
2. If you remember the ALS Ice Bucket Challenge during the time it was blowing up, do you remember it being clear as to why people were participating?
3. If your answer is no to the above question, in what ways would you have made the challenge concept more clear?

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1. I was unaware of the "Technology & Stuff" advertisement and it definitely gives a positive spin on a mildly unfortunate situation. Chevy marketed itself on a brand who doesn't take itself so seriously which is refreshing for a brand to do.
2. I would hope I would handle this situation similarly. Honestly, the mishap probably would've gone over in the media cycle pretty quickly and the incident would've been easy to ignore since it probably didn't create any major negative backlash towards Chevy. By taking hold of the narrative and poking fun, Chevy was able to further create positive brand recognition with its consumers.
3. Yes! Social media is the cocktail party of the online space where consumers are able to share their honest opinions and interact with others. It is essential for companies to keep its finger on the pulse of social media as it could have positive outcomes like this PR campaign.

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1. Personally, I do agree that the ALS Association did everything correctly when it came to sharing information and communicating to the public. Although they themselves did not create/introduce the challenge to the public, I thought they did a very good job putting the Associations name behind the cause.

2. Actually, I do remember the ALS Ice Bucket Challenge during the time when it was going viral on social media; I participated in it. Unfortunately, I do not remember it being entirely clear as to why people were participating in this ‘challenge.’ To be fair, I was quite young. But still, I do not think I was entirely aware of why people were dumping ice cold water on their head.

3. I remember saying, “I was nominated for the ALS Ice Bucket Challenge by...” and I think if in the ‘script,’ there was something about the ‘why,’ then the challenge concept would have been clearer. Because, then you would have probably heard the ‘why’ over and over again, which would have helped.

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1. This incident did not change my opinion of the company because I believe it was handled properly. They took a situation that could have end of poorly and fueled the humor in it.
2. If I was on the PR team, I would handle the situation the same way. I think the way they took the jokes coming out of it and switched to making it a part of the advertisement was a good move to engage the audience.
3. I think social media monitoring is important in dealing with any incident. Social media is where the majority of consumers are getting their information so being able to monitor what people are saying and putting out into the world about the reputation of the company helps shape how you react to situations.

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1. I think the ALS Assoc. did a lot in the terms of being transparent about the organizations and where the money was coming from. The challenge was a way to bring press to their cause which the organization had nothing to do with it.

2. I remember when the challenge was happening why people were doing it because it was ALS, however, I think a lot of people don’t know what it was for.

3. I would have made the challenge more knowledgable about the cause by making every video have a donation to it. This way you can know the real reason as to why people are doing the challenge, the cause will be more noticeable.

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1.) This incident does not change my perspective of chevy because I don't think they did anything that wrong other than stutter over their words. I think they handled the situation appropriately and in a clever way by making light of what they were getting made fun of for. This shows that they don't take themselves too seriously and can make humor out of their mistakes.
2.) I would have taken the necessary action that Chevy took by monitoring what the media was saying about them and use it to their advantage. I also would have responded in a timely manner and try to get Chevy to have a positive reputation again.
3.) Yes, I think it is very important to constantly know what the media is saying about your company. These are your customers and stakeholders so it is vital to the success of the company to taylor to the needs of these people and know what they are saying and whether it is positive or negative.

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1, Honestly I think the ALS Association did everything in its power to be transparent about all of the donations it received and its plans on how to use them effectively. This was not a challenge that ALS Associations created but it released press releases throughout the challenge's news cycle to inform the public about what ALS is and what the organization does.
2. In this case study it says that only a small percentage actually mentioned ALS in their ice bucket challenge video. I disagree with this as I remember that celebrities, the videos that received the most interaction always said ALS.
3. I think that the general public might have shorted the name to the ice bucket challenge but still was aware of ALS' role because of all of the celebrity features that mentioned ALS. This campaign was accused of slacktivism but the main purpose of it was to raise awareness for ALS, and the campaign was successful in that regard.

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1. This incident doesn’t change my opinion of Chevy in a negative way, but in a positive way. I think Chevy responded to this innocent mistake perfectly. It wasn’t their mistake in the first place, but they turned it around and made it something to laugh about. It ended up benefiting them in the end.

2. I think Chevy handled this situation perfectly and I would do the same thing. When a silly mistake is made it is okay to make it a joke. This mistake was nothing serious thankfully.

3. Yes, I think social media monitoring is very important in a situation like this. It is very important to see how the media is responding to a mistake before making any decisions to say/do anything. Once Chevy realized that the media was making jokes, so did they.

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1. I think the ALS Association did everything correctly once the challenge took off. They weren’t the ones who came up with the challenge though, but once they saw it they immediately got involved.

2. I don’t remember it being clear why people were doing the challenge. I remember ALS being associated with the challenge, but no one mentioned donating, the association, etc.

3. If I worked for the ALS Association I would’ve involved ourselves in the challenge sooner. I think the donating aspect got lost in translation with the people participating.

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1. It does slightly. I was unaware of this situation to begin with and I'm not a part of Chevy's clientele/consumers. Despite this, I think they handled this situation well and overall have a positive view on their response.

2. I would have handled the situation similarly. As this isn't a huge blunder by the company and rather a small and rather insignificant human mistake, taking the humorous approach rather than apologizing profusely and issuing a statement is also how I would have handled this.

3. Yes, social media monitoring is definitely important when dealing with these sorts of incidents. In the wake of certain situations, consumers take to social media. Brands should stay on top of this as it shows what the public is thinking, ultimately giving a sort of guide for formulating a response.

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1.) I believe the ALS Association did everything correctly. They put out a new notice to educate and inform people on the challenge and bring awareness. They also did a good job updating people on who was donating.
2.) I remember the ALS challenge but I feel like I don't remember it being very openly noticeable what it was bringing awareness to. I feel like it just became a trend to do because everyone was doing it without taking into consideration the meaning behind it and what it was representing.
3.) To make the challenge concept more clear, I think a caption with details explaining what ALS was and resources to donate that you had to say with your post would be helpful because I feel like people would just caption it ALS challenge and nominate people without any information and facts to back it up.

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1. Before I didn’t really have much an opinion for them, but now I do! I think it was really smart of them to take the mishap and embrace it. This is the perfect example of a company that doesn’t over analyze or try to be perfect, they just roll with the punches and that’s the best way.

2. I’m not going to lie at might I would probably over do it and think how we could recover and the best plan of action. But maybe after a little I would honestly just laugh and embrace it like their PR team did. I personally think doing that is what got them more recognition for the truck than they originally would have had.

3. Social media monitoring is extremely important! In today’s age especially social media is a perfect storm for something to go viral in hours, and unfortunately the hotspot for ‘cancel culture’. If your brand is involved with something, most likely then not it will end up on social media.

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1. I do agree, I think the ALS Association did everything correctly in this situation. They capitalized on this trend quickly, updating their website and communicating thoroughly with the public through a variety of mediums.

2. While I remember this challenge from when I was younger, I vaguely remember thinking that people were participating more for the sake of the trend than anything else. Certain celebrities stated that they would be donating as part of the challenge, but I got the impression that the meaning of the challenge got lost in a sense. Ultimately, I only really knew that it was the ALS Ice Bucket Challenge, and that's about it.

3. I feel as if the challenge concept could have been more clear if people included a bit more about ALS and what they were donating to in the videos. The initial posters of this challenge could have done so, adding information and creating a sort of script for their video that could then be copied by others.

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1. The only way this incident changed my opinion of Chevy was in a good way. It left me with the impression that Chevy is a company that can take a situation that did not go as planned, and turn it into a successful campaign.
2. If I was on Chevy's PR team I would likely handle the situation in a very similar way. Rather than trying to recover from something that was not devastating to them, they capitalized on it and left their audiences with some laughs.
3. I think social media monitoring is always important but especially in situations similar to this. Without any monitoring, they would have no idea how the public would have reacted. Monitoring social media allowed them to know how to deliver in an effective way based on the feelings of consumers.

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1. I think what they did was sufficient, it defiantly got the point across and spread a lot of awareness for the cause. But I believe they could have played more on the ALS ice bucket challenge. Or they could have at least a link to the challenge on their website to make that connection to the viral trend and their organization.

2. I do remember it blowing up, and yes I thought it was very clear why people were participating in it. In the beginning, people would say “hi my name is __, I was nominated by ___ for the ALS ice bucket challenge, and I nominate ____. Yes, it can be argued that people who didn’t know what ALS was just were doing the trend for fun not for the cause, but I think most people just looked it up if they didn’t know what ALS meant.

3. I answered yes, but ALS maybe could have made a link where you post your ice bucket challenge video to their website. Then they would make a montage of them all.

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1. The incident does not change my opinion of Chevy in a negative way. I did not really have an opinion of Chevy in the first place. I think this was a very innocent mistake and was not a big deal. It may have made them look unprofessional but otherwise it was something fixable.

2. I think this situation was handled in a great way and I think I would have responded in a similar way. They made it funny and it actually ended up benefitting them.

3. Social media monitoring is very important especially because of the way cancel culture has become a thing. Companies need to track what is being said about them to make sure there are no problems.

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1. I do think the ALS Association did everything correctly with all of the unfamiliar press coming in at one time. They were open as to where all of the money coming in was going towards and used their new, large platform to educate as much as they could. I think the only thing they could have done differently was implementing something that could have made the attention on ALS a little more long term rather than just a fleeting challenge.
2. During the ALS ice bucket challenge phase, I personally knew what it was for, but only because my Grandmother was living with ALS at the time. Everyone around me didn't know exactly what is was for though, without doing further research of the disease.
3. I think to make the challenge more clear, the ALS association could have reached out to celebrities who participated and asked them to provide their audience with more education on the disease.

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1. This incident does not change my opinion of Chevy as I believe their PR team handled the situation well and they were not in the wrong with anything they did. They made a mistake into a something they could laugh about at the end of the day.
2. If I were apart of Chevy's PR team, I would handle it similarly as Chevy's team did. In doing this they would know that we don't let one mistake get in the way of our goals and how one little mishap does not shape the company. By creating a joke on the matter and taking things lightly, Chevy was able to make consumers believe that they know what they're doing and that they can have fun during the process.
3. I think social media monitoring is important when dealing with an incident like this one as social media is so widely used by everyone nowadays that mostly all consumers are on it. It helps with PR for the company and keeps things light and friendly for consumers. It helps shape the view of the company and can benefit them in numerous ways.

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1. I do agree with everything the ALS association did. This challenge was not made by them so they did what they could do, share information to the public. This trend spread like wildfire and really did bring awareness to people with ALS. I think they gave all of the important details clearly.
2. I do remember the ALS ice bucket challenge and even participated in it myself. I think many of the people doing it were very young and I don't think they knew what it was for. I know I did not know what it was for, even though people said the ALS ice bucket challenge it doesn't mean they knew the meaning.
3.I think tagging the association or giving a donation. I think that if everyone who did the challenge donated, it would have made a difference in awareness.

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1. This incident doesn't necessarily change my opinion of Chevy as a I am neutral on the brand, but it does give me a positive view on the company knowing that they own up to their mistakes, and even go as far as to turning what was a harmless mistake in this case into continuous humor.

2. If I were apart of Chevy's PR team I would ensure that there is immediate response to the mistake, as they did in this case, and being sure that customers recognized that what was said, was not meant to be aired by the company. I am also not opposed to their method of turning to humor as I think that draws more positive attention to Chevy's brand.

3. Yes, I believe that social media monitoring is very important when dealing with an incident like this one because it is likely that social media was blowing up immediately following the release of this ad, sparking conversations and opinions on #technologyandstuff. By having Chevy's social media team responding to this as quickly as possible, they will reduce the amount of backlash received for what is believed to be intentional and unprofessional until proven not.

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1. I agree that the ALS Association did everything correctly when it comes to sharing information and communicating to the public. The reason being is that they were honest and open about everything going on and shared almost everything they knew with the public. I think they did everything correctly in this situation.
2. I remember the ALS ice bucket challenge being big when I was in middle school. I remember my family participating in it as my brother and dad were both nominated by friends in videos. I was not aware of why people were accepting the challenge and posting videos of it. I think even many people who participated in the challenge weren't even sure what it was for.
3. I would have made the challenge concept more clear by stating the reasoning behind why I was participating in it in the video. Many people just would say I accept and mention who they were nominated by and then nominate more people but would not describe the reasoning behind doing it. I think more people should have mentioned what ALS is and how they were going to support it rather than just saying who they were nominated by and then getting ice dumped on them.

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1. That incident definitely changed my opinion on chevy for the better. Turning this situation into a humorous one was a great move on their part.
2. I wouldn't have changed a thing if I were on their PR team. Taking a situation that could have ended very poorly, and turning into something light is a win every time.
3. Social media monitoring needs to be done in every situation. This incident shows that when done right, it can really benefit you.

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1. I think that the ALS Association did everything it could when it came to sharing information and communicating with the public, considering that they weren't the ones who organized or sponsored the trend.

2. I do remember the ALS Ice Bucket challenge and I even remember that I was on the dock of my grandfather's boat where I used a cooler after a day at the beach when participating! Being young at the time I knew that what I was doing was helping those with ALS, but I was unclear as to what ALS really was and how my dumping a bucket of ice and water on my head was actually making much of a difference.

3. When I completed this challenge I followed the same script that many followed which was along the lines of: "Hi, my name is Mary, and I was nominated by _____ for the ALS Ice Bucket challenge... I now nominate _____." If this were to become a trend again, I would make the challenge more clear by adding "to participate in this challenge and/ or donate to the ALS Association" after stating the people nominated. This way people are aware that the challenge is in an effort to raise funds, and if people don't want to dump cold water on their heads, they have another method to participate.

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1 - In my opinion, I believe that the ALS Association did an efficient job regarding the constant communication of their organization. Their motives, goals, income of donations, and most importantly the challenge were clear.

2 - When it came to the challenge, at least for me, it was less clear. I knew people were being nominated and it was something to do for a good cause but I never knew what. From what I remember from the majority of the videos that I saw everyone was only mentioning who nominated them and who they were nominated but not the cause.

3 - If I wear on the ALS team at the time, I would have been commenting and reposting on all the big celebrities who were partaking in the event to make it known that it was for our organization's cause. It also has it as a requirement for anyone with a platform partaking in the challenge to have ALS donations and website links in their post.

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1. I don't have a problem with what ALS did upon the takeoff of the viral challenge. Although they didn't create the challenge themselves, they got involved quickly after the take off.
2. I do remember the time when it was blowing up, but I wasn't exactly sure what it was for. I knew it was for some type of health issue but I just participated in it because it was a viral trend.
3. Everyone said the same thing in their introductory line, so I would have incorporated something about the condition in that line that way everyone would know what it was.

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1. I believe that the ALS Association did everything possible to be open and honest about all of the donations it received and its goals for using them. I believe they did a great job of putting the Association's name behind the cause, despite the fact that they did not actually introduce the challenge to the public.
2. I remember many people, celebrities, and influencers participating in the challenge when they were nominated by another person in their video to also support ALS. I actually happen to participate in it. However, I do believe that some people that participated in the challenge didn’t completely understand the purpose of it.
3. In my opinion, the concept would have been clearer if people included a bit more about ALS in the videos. I also think they should have had people tag the association in their post or donated money toward the cause. These actions would have raised additional awareness as to what the cause exactly was.