Sobre el comportamiento de las marcas en los medios sociales: la lección de Lady Godiva

Authors

  • Silvia Sivera-Bello

Keywords:

social media, community manager, online communities, digital advertising

Abstract

When advertising greed reaches the internet and damages the brands themselves, we hear in the background the clip clop of Lady Godiva’s horse as she rides nude through the streets of Coventry. This act —a brave and committed one— of this community manager of the Middle Ages serves in the present article as an exercise in prosopopeia to analyze the strategic and creative management of brands in the current panorama of the digital social media. What is more, it permits us to approach the question within the context of the feminization of advertising pointed out by some authors, as well as to mark out a territory in which many companies ride with no clear direction.

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Published

2011-09-01

How to Cite

Sivera-Bello, S. . (2011). Sobre el comportamiento de las marcas en los medios sociales: la lección de Lady Godiva . Tripodos, (28), 83–96. Retrieved from https://tripodos.com/index.php/Facultat_Comunicacio_Blanquerna/article/view/1125

Issue

Section

Monograph

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