Accounting for social media

Social media's impact on the business world has been less obvious than on politics

Social media has transformed political communication — ask Narendra Modi and Donald Trump — but the impact on the business world has been less obvious. Three events involving some of America’s largest corporations over the past fortnight unwittingly set out the disparate strategic and public relations challenges as global consumers embrace the brave new world of insta-media.
 
Taking top honours in the list of how not to handle a PR disaster is United Airlines, whose stock lost $570 million in market capitalisation in one week after a clip went viral showing Chicago airport security toughs dragging an elderly Asian