This content has been automatically translated from Ukrainian.
“Jackal Express” is a term that originated in the Ukrainian segment of social media, particularly on Twitter (now X), to denote a collective wave of criticism or bullying directed at a specific person or organization. This expression is often used to describe situations where internet users unite to express their outrage or dislike towards a certain individual or their actions.
Since the beginning of Russia's full-scale invasion of Ukraine, the “jackal express” has gained popularity as a form of collective condemnation of those who support the aggressor or have ties with them. This phenomenon resembles the Western initiative NAFO (North Atlantic Fellas Organization), which unites users to combat Russian propaganda online. In Ukraine, the “jackal express” is often directed against Russians or those who continue to cooperate with them or support them, but this is not the only reason why you might be “taken for a ride on the jackal express.”
In the business environment, the “jackal express” can have serious consequences. For example, the “Khlibnyi” chain of establishments faced criticism due to scandals involving employees, which led to a reduction in the number of establishments and changes in business strategy. However, such waves of criticism do not always lead to significant changes. For instance, the “Epicenter” chain did not suffer substantial financial losses after public scandals, although it faced negative reactions on social media.
Experts advise businesses not to perceive the “jackal express” as a battle for victory, but as a signal for analysis and improvement of communication with the audience. It is important to identify who exactly is criticizing, for what reasons, and whether this audience is targeted for the business. It is also necessary to respond promptly to the situation, form a clear public position, and make real changes if needed.
Thus, the “jackal express” is not only an internet phenomenon but also an important tool of social influence that can have both positive and negative consequences for those who come under its fire.
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