Companies that are faced with the potential loss of a critical marketing tool run the risk of dealing with a crisis that could damage or destroy their businesses.
Companies that are faced with the potential loss of a critical marketing tool run the risk of dealing with a crisis that could damage or destroy their businesses.
That’s the daunting prospect now confronting millions of companies across the country in the wake of the bipartisan passage Wednesday of legislation in the House of Representatives. The measure would ban the TikTok app in the U.S. unless it is sold by China’s ByteDance to an American company six months after the bill becomes law.
“The action came despite TikTok’s efforts to mobilize its 170 million U.S. users against the measure, and amid the Biden administration’s push to persuade lawmakers that Chinese ownership of the platform poses grave national security risks to the United States, including the ability to meddle in elections,” the New York Times reported.
There’s no guarantee that the bill will be passed in the Senate, or that ByteDance who agree to sell the app.
What could companies that rely on TikTok do now?
“The simple answer is to adapt,”Paige Borgman, head of digital strategy at Reputation Partners, a national strategic communication firm, said via email.
