Title: Social media and the court of public opinion

Authors: Kathryn Woods; Eric Taylor

Addresses: Department of Leadership, Austin Peay State University (APSU), 601 College Street, Clarksville, Tennessee, 37044, USA ' Eversys SA, 37-18 Northern Blvd, Suite 421, Long Island City, New York, 11101, USA

Abstract: This case explores the impact of stakeholder opinion expressed through social media on organisational decision-making. Students will examine the nationally publicised coaching search conducted by the University of Tennessee's football program in the fall of 2017 through the lens of social influence theory. Chancellor Beverly Davenport of the University of Tennessee faced a dilemma when she offered the job of Head Football Coach to Ohio State's defensive coordinator. Fans immediately voiced their outrage concerning the candidate's character and ignited a social media firestorm, which quickly received national media attention. Chancellor Davenport had to decide just how much weight university administrators should allow public opinion to carry in the hiring decision.

Keywords: social media; social influence; ethical decision-making.

DOI: 10.1504/IJTCS.2024.137504

International Journal of Teaching and Case Studies, 2024 Vol.14 No.3, pp.225 - 239

Received: 08 Sep 2023
Accepted: 18 Sep 2023
Published online: 21 Mar 2024 *

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