Watch exclusive interviews from the
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Andrew Jones, Industry Analyst, Altimeter Group

This week, MarketingSherpa is in the windy city for the 10th annual Internet Retailer Conference and Exhibition. In this video, Andrew Jones, Industry Analyst, Altimeter Group, and speaker at IRCE, joined MarketingSherpa's Daniel Burstein in the MarketingSherpa Media Center. Watch this exclusive interview as Jones talked about managing social media, especially when it goes wrong.

Jones talked about the need for a set of internal guidelines that lay out how to handle challenging situations on social media.

"In a crisis, you may not want an intern handling the brand's social media — you probably want a seasoned PR manager to craft an appropriate response," Jones advised.

Watch this video for some examples of companies that encountered social media crises, and how those situations were handled.

Watch the latest interviews from the MarketingSherpa Media Center live at IRCE.

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From the same institution that brought you the Media Center at IRCE:

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