Social Media Beast

Interesting article in today's Los Angeles Times about Jack in the Box's recent social media campaign. The Times' reporter read through the nearly 81,000 Get Well messages on www.hangintherejack.com that were posted after Jack, the fictional CEO/mascot of the chain, was hit by a bus in a Super Bowl commercial.The article acknowledges the risk of social media campaigns - especially on the grand scale that Jack in the Box implemented. As we've heard before, the importance of authenticity is stressed.