Change.org: A Powerful Adversary For Brands | LEVICK - JDSupra: " . . . . Thanks to Change.org, big brands such as Pepsi, Coca-Cola, and myriad others are finding themselves hurled into the center of high-profile debates about acceptable corporate behavior. The foremost reputational challenge is that these are not debates in which both points of view can be expressed. The website’s format does not allow companies and brands to defend themselves. In many cases, all a company in the crosshairs can do is watch as signatures multiply. Change.org and similar petition sites are gaining prominence in a Digital Age when everyday citizens can leverage social media as force multipliers that amplify their concerns. But there is a catch where Change.org is concerned. The site charges groups for the privilege of sponsoring petitions that are matched to users who have similar interests. When signing up, users are given an option to “Keep me updated on this campaign and others.” When they opt-in for updates on certain issues, sponsors can then reach out to them directly via e-mail. . . . "
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