1. Crisis Management!
Michael Forever Tribute!
Case Study!
mycleveragency!
!
December 2011!
2. Full service social media agency that
teams up with companies to build their
brand equity by leveraging all forms of
the social web to create conversations,
increase word of mouth and build lasting
relationships.!
!
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4. ! Michael Forever Tribute was a concert
held in Cardiff UK on October 2011 to
honour “The King of Pop”!
! Multi-platinum artists such as Beyoncé,
Gladys Knight and Christina Aguilera
performed some of Michael Jackson’s
biggest hits!
5. Reasoning!
! Social media channels had been miss-
managed by their previous PR company!
! Fans of the Facebook Page had been
ignored, insulted or their comments
deleted!
15. Community Management!
! Crafted various types of posts in order
to encourage engagement!
! Steered conversation!
! Responded to community questions
promptly!
! Q&A with event organisers!
! Live event updates!
!
19. Sentiment!
! Reversed sentiment to at least 50%
positive!
! Positive sentiment peaked at 87.6%
during the live show!
! Negative sentiment dropped to 12.4%!
!