The undercurrents of social networking require a very high level of interactivity, transparency that leads to trust. In the case of athletes and celebrities who battle gossip media, the best defense is a good offense. Taking the initiates as Derek Jeter has done to stop rumors of conflict with Alex Rodriguez, Carmelo Anthony discussing his DUI in blogs, and the hybrid strategy of Beckham all show how critical it is for celebrities to keep these broader Web 2.0 dynamics in mind when communicating with their fans. Table 1 in the Appendix provides an overview of Web 2.0 applications.
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Appendix
TABLE 1:
WEB 2.0 APPLICATIONS
Applications
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One major strength of this theory is that it creates the occasion for strategy development by inventing new technologies or methods. It looks at where the company is and where it wants to go and develops a plan on how to get there. Managers must lead and organize the functional activities within the organisation, assess and develop the processes that they are responsible for, and influence those processes through standardization,
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