6BARRIERS AND CHALLENGES TO CONSIDER
How can a single tweet compromise online reputation? American skater Evan Lysacek was thought to nicely represent U.S. values.1 That is until the figure skater decided to tweet disparagingly in reference to fellow skater Johnny Weir’s gender identity. Following this post, his place as a role model and an influencer began unraveling. His sponsors at the time included Coca-Cola, AT&T, Ralph Lauren, Total Gym, Vera Wang, and Toyota.
Beyond the regulations surrounding influencers, there are other barriers and challenges to be considered. Paramount in this discussion is the role of authenticity. We look at the barriers and pressures that can make it harder for influencers and for brands to be effective. These ...
