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02 - an #IPASocialWorks case study

This case study is part of the #IPASocialWorks initiative which brings together the IPA, The Marketing Society and MRS with sponsorship from Facebook, LinkedIn and Twitter, to identify good practice in social media effectiveness and measurement.

The case describes how O2, the telecommunications provider, put its policy of tracking and responding promptly to social media mentions into practice to limit reputational damage and improve brand perceptions during a serious network outage in 2012.

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