Fredric Remington

William Randolph Hearst, who had no fear of stretching the truth to its breaking point, would shake his head in amazement if he could see what happens on social media. Sensationalizing newspaper stories to increase circulation has been replaced with controversy-stoking fires designed to increase page views and clicks. Truth in commentary is optional. "Yellow journalism," as it was once called, affects more than website traffic and print circulation. It can be used to alter brand image by manipulating social platforms, search engines and traditional news outlets. If the company doesn't respond or responds poorly, the results can be long lasting and lethal.

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