The development of technologies like 24/7communications, along with social media and mobile marketing, have caused an explosion in opportunities for by-the-minute changes to a company's message. If a great news item "goes viral" it will benefit the company quickly. On the other hand, if a negative story becomes a worldwide headline, it may take hold and ruin sales or even shut down a company.
Before these technologies were available, marketing would take days, weeks, and even months to spread information...also, news stories would spread through slow-moving channels. Experts could put a "spin" on a story and control the message.
Consider all of the media channels that are now available to a marketing professional...do some research and explain two different examples in your comments --- one NEGATIVE and one POSITIVE --- of news stories or marketing campaigns that have "gone viral." Focus on the technology, the message, and what was controlled / intended versus uncontrolled / unintended for the company. Examine the ethical dilemmas that may have been part of these two examples as well.