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Ten Rules for Dealing with Negative Contributions in Social Media

Author

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  • Adriana Stránská
  • Václav Stříteský

Abstract

Social media is becoming a key part of business communication strategy. Despite all the advantages, social media also poses a threat to business reputation. Dissatisfied customers can reach a large audience and share their negative experiences with others. This paper deals with the impact of social media on the practice of public relations. The goal of the paper is to formulate a set of rules for dealing with negative contributions and generally with crisis communication in social media. It is based on two surveys. Individual interviews with social media experts are the core part of the analysis. They are complemented by questioning of consumers to get deeper insight into complaining behavior via social media. The defined set of rules provides a useful tool for the social media crisis management.

Suggested Citation

  • Adriana Stránská & Václav Stříteský, 2015. "Ten Rules for Dealing with Negative Contributions in Social Media," Central European Business Review, Prague University of Economics and Business, vol. 2015(1), pages 50-60.
    • Handle: RePEc:prg:jnlcbr:v:2015:y:2015:i:1:id:118:p:50-60
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    More about this item

    Keywords

    crisis communication; social media; online reputation; Facebook;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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