Case Name :      ING Direct Canada: Are You Suffering?

Authors :           Gerard Seijts, Andy Holloway

Source :             Ivey Publishing

Case ID :            W13466

Discipline :        Organizational Behavior

Case Length :    07 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

In a testament to the power of social media and the effect it can have on a business, the chief executive officer of a bank adopts the habit of taking to Twitter on a daily basis to promote his company’s services. But when the bank’s most recent ad campaign ignites a furor among TV audiences, Twitter quickly becomes a vehicle for crucifying the bank rather than promoting it. Within a week of the ad’s air date, the bank is inundated with angry tweets, Facebook messages and media criticism. It becomes clear that the bank has made a mistake and will have to act quickly to decide on an appropriate response.