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Social Data Analytics by Krish Krishnan, Shawn P. Rogers

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Appendix

Summary

Midwest Financial Trust is a well-respected financial institution with a long, distinguished history. The company has relied on and benefited from a decades-long tradition of word-of-mouth marketing; indeed, referral is primarily responsible for its widely held reputation as a premier provider of financial and wealth management services.
Their reputation in the digital space, however, remains far less developed, and are oftentimes at the mercy of the global web community. As unflattering, often disparaging, content about financial institutions began to surface and propagate on social sites like YouTube, Midwest Financial Trust engaged a leading marketing company that focused on social media platforms (Social Logic) to design ...

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