Reputations at risk: Engagement during social media crises

Autor:	Petra Theunissen, Larissa Ott
Rok vydání:	2015
Předmět:	Marketing Organizational Behavior and Human Resource Management business.industry Multinational corporation Communication Political science Social media Public relations business Social engagement Transparency (behavior) Corporate reputation
Zdroj:	Public Relations Review. 41:97-102
ISSN:	0363-8111
DOI:	10.1016/j.pubrev.2014.10.015
Popis:	Research into social media and social networking sites has focused on its advantages for organization–public relationships. Potential risks to corporate reputation have been largely glossed over, but inappropriate strategies can create or fuel social media crises. This article is based on an in-depth analysis of three multinational profit-making organizations experiencing social media crises after 2010. It was found that each organization employed different engagement strategies with varied outcomes. Authenticity of voice and transparency were crucial factors for success, whereas engaging indiscriminately with emotional individuals could potentially escalate an issue. The article offers strategies for engagement during social media crises.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::c0a8cc8df68e3d9eb1e95fa31ce7b4c3 https://doi.org/10.1016/j.pubrev.2014.10.015 Zobrazit plný text záznamu Full Text from ScienceDirect