The Massive Open Online Course (MOOC) titled “Reputation Crisis? Facebook meets Cambridge Analytica” is a collaborative effort of Dr. Vidhi Chaudhri, Assistant Professor of Media and Communication, ESHCC and Tao Yue, Managing Editor, Case Development Center, RSM.
The MOOC is built around the scandal involving Facebook and Cambridge Analytica, the British data analytics firm that harvested data from 87 million Facebook users, without their knowledge or consent, and used these data to influence voter opinion in favor of Donald Trump’s 2016 presidential campaign and in the lead up to the Brexit vote.
It starts by tracing the story of Facebook, its ascent as a formidable tech player, and its involvement with Cambridge Analytica. Drawing on relevant academic concepts, users can reflect on the paradoxes confronting Facebook as the ramifications of the scandal unraveled. Topics covered in the MOOC include:
- Reputation management: What, why, and how
- Data privacy as a reputation issue
- The challenges of leadership in a multi-vocal, digital landscape
- Stakeholders exposing unethical business practices, and
- The dilemmas of balancing profit with purpose
Developed fully around a case, this MOOC adopts a novel approach to unpacking concepts through an ongoing business issue. Users are also invited to reflect on similar situations they have encountered or are otherwise aware of. The case is also available as a paper-based study that can be used for teaching in a classroom. It is free to download for Erasmus University employees.
The MOOC will be used in current EUR education such as the Corporate Management with Social Media seminar during the Media & Business Master, and the elective seminar Corporate Communication during the International Bachelor of Communication and Media, both at the Erasmus School of History, Culture and Communication. It may also be of interest to other Communication and Management courses at EUR and beyond that focus on topics of reputation, crisis, leadership, governance, and business responsibility and ethics.
Curious to see the MOOC for yourself? Check this link to the Coursera platform.