University of Twente Student Theses


Reputation Management: How to deal with reputation threats in social media

Mertins, Lucas (2014) Reputation Management: How to deal with reputation threats in social media.

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Abstract:This paper provides the reader with a review of current findings on how managers should react on reputation threats originating from social media. Various, singular advices to avoid and respond on reputational threats are described, analyzed and their strengths and weaknesses are discussed. Up to now a structured uniform rescue action plan is missing in the literature. This thesis presents a new model, namely the pandemic model, which aligns singular advices and adds new advices resulting in an six phases emergency action plan. The phases of the emergency action plan are: origin, frustration, going public, pandemic, end of pandemic, post-processing. This plan is structured like a pandemic rescue plan and exploits correlations to a pandemic known from health care. The pandemic model enables to emphasize advices found in the literature and the emergency action plan can be seen as a best-practice tool to solve reputation threats for managers. The content of the paper is meant for managers, leaders and employees in the reputation department of a multinational company that can benefit from using the authors model to decrease a threat through social media attacks.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:83 economics, 85 business administration, organizational science
Programme:International Business Administration BSc (50952)
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