Central European Business Review 2015, 4(1):50-60

Ten Rules for Dealing with Negative Contributions in Social Media

Adriana Stránská1, Václav Stříteský2
1 Ing. Adriana Stránská, Faculty of Business Administration, Department of Marketing, University of Economics, Prague, W. Churchill Sq. 4, 130 67 Prague, Czech Republic, xstra06@vse.cz
2 Ing. Václav Stříteský, Ph.D., Faculty of Business Administration, Department of Marketing, University of Economics, Prague, W. Churchill Sq. 4, 130 67 Prague, Czech Republic, vaclav.stritesky@vse.cz

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.

Keywords: crisis communication; social media; online reputation; Facebook
JEL classification: M31

Received: November 14, 2014; Revised: February 16, 2015; Published: March 31, 2015  Show citation

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Stránská, A., & Stříteský, V. (2015). Ten Rules for Dealing with Negative Contributions in Social Media. Central European Business Review, 4(1), 50-60
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