Social influencers can make – or break – a company’s reputation

Social influencers can make – or break – a company’s reputation

When Nathan Apodaca posted a TikTok video that showed him longboarding while drinking Ocean Spray Cran-Raspberry juice and singing along to Fleetwood Mac’s “Dreams,” it was simply a spur-of-the-moment frolic.
Ordinarily, those kinds of videos blend in with the millions of others that crop up on social media. But this one caught fire, eventually pulling more than 80 million views and nearly 13…

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