Further, as events unfolded, Japanese and foreigners found
that they were using these platforms as aggregators to get
up-to-the-minute news, information and commentary
from official and unofficial sources. Then bad turned
to worse and we all became aware of the existence of a
nuclear power station called Fukushima.
We found that, in a crisis, official information sources can
present a delayed, incomplete and even misleading story.
Faced with conflicting information about the nuclear
disaster and the attendant health consequences, Japanese
have learned to rely on a triangulation of official and
unofficial sources. Social media is a key facilitator of this.
Against a background of diminished trust in society
and hoards of super-empowered net-influencers, those
tasked with the stewardship of brands face a hair-trigger
environment. This is especially so in times of crisis,
where events are fluid and it is by no means assured that
the company can control the conversation.
Marc Wesseling of Press Army K.K., a Tokyo based
social media monitoring company, feels it is imperative
that marketers realize that we are working under a whole
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