Social media offer an unprecedented opportunity for companies to interact more closely with customers and market their products and services. But social media also present reputational risks as negative word-of-mouth can spread more quickly and widely through these platforms than ever before. This study investigates how companies respond to customer complaints on Twitter. We propose an innovative mixed methods approach (i) to identify the key features that mark the styles used by a sample of companies in their replies to customers and (ii) to determine the most effective strategies for responding to complaints. Our results reveal that an affective style, expressed through devices such as stance markers, emphatics, and amplifiers, elicits the most positive response from complainants, regardless of the formality of the message. The study advances our understanding of the features and effects of corporate social media discourse. It also provides business communication practitioners with linguistically grounded insights that can inform the development of appropriate strategies for dealing with negative word-of-mouth online.
Schematic transportation maps usually contain little or no detail describing the environment of stations or their embedding in the surrounding area. The annotation of a distorted city map alleviates this deficiency and further improves the usability of schematic transportation maps by merging two different navigational spaces.
Figure 1: Geographic map of the Washington Metropolitan Area with positions of metro network stations superimposed (left). A metro map layout of the same area optimized for readability (middle). In our compound map (right), the metro map is annotated with the warped geographic map.
ABSTRACTWe augment schematic maps of transportation systems by superimposing them on street-level maps that are fitted using image warping techniques. While schematic maps are successful in conveying information about lines and connections in a public transportation network, they usually contain little or no detail describing the environment of stations or their embedding in the surrounding area. The annotation of a distorted city map therefore alleviates this deficiency and improves further the usability of schematic transportation maps by merging two different navigational spaces. Our technique for fitting the street map to the schematic map is based on moving least squares in combination with an overlap control technique. We thus obtain an easily readable transportation network map on which we can show all the typical city map features such as rivers, streets, and parks without compromising on the schematization. Furthermore, for the interactive exploration we couple zooming with warping and control over the level of detail in what we call Warping Zoom.
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