Online Retailer Fights Back with Social Media Strategy
- Amazon creates ‘ambassador’ Twitter accounts to address working conditions criticism
- Sprinklr business marketing app used for tweets approval
- Accounts use animal faces or stock photos instead of real identities
- Parody accounts emerge in response
Amazon has created a group of ‘ambassador’ Twitter accounts to address criticism about working conditions in its fulfillment centers. The company uses the Sprinklr business marketing app for tweet approval before posting. These accounts use animal faces or stock photos instead of real identities and claim to dispel misinformation. Parody accounts have emerged in response.
Factuality Level: 7
Factuality Justification: The article provides accurate information about Amazon’s use of ‘ambassador’ Twitter accounts to address criticism and educate people on working conditions in their fulfillment centers. It also mentions the use of Sprinklr for posting tweets and the appearance of these accounts. However, it could provide more context on the scope and effectiveness of this program, as well as reactions from other parties.
Noise Level: 4
Noise Justification: The article provides information about Amazon’s use of ‘ambassador’ Twitter accounts to address criticism and educate people on working conditions in their fulfillment centers. It also mentions the use of Sprinklr for posting tweets and the characteristics of these accounts. However, it could provide more analysis or context on the effectiveness of this approach and its potential impact on public perception.
Financial Relevance: Yes
Financial Markets Impacted: Amazon
Financial Rating Justification: The article discusses Amazon’s recruitment of ‘ambassador’ Twitter accounts to address criticisms about their working conditions and the use of business marketing application Sprinklr. This impacts Amazon as a company, which is relevant in financial news.
Presence Of Extreme Event: No
Nature Of Extreme Event: Other
Impact Rating Of The Extreme Event: Minor
Extreme Rating Justification: There is no extreme event mentioned in the article. The article discusses Amazon’s use of ‘ambassador’ Twitter accounts to address criticisms about working conditions in their fulfillment centers, but it does not describe any major impact or consequences.
www.retailsector.co.uk