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Online Reputation Management: How to reduce reputational damage in social media

Holve, Christian (2014) Online Reputation Management: How to reduce reputational damage in social media.

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Abstract:This academic paper provides an overview of strategies how companies can deal with reputation threats in social media. Thereby the author focusses especially on shitstorms that cause reputational damage. Different online reputation management practices are discussed and compared. Furthermore several examples from practice give deeper insights into shitstorms and present what businesses did wrong within their online reputation management strategies and how they repaired their reputations thereafter again. A shitstorm rescue plan is developed, which combines the findings of the literature with the actions taken by the companies in order to provide a helpful tool for businesses how to deal with unpredictable reputation threats in social media. The model is able to shorten the duration of a shitstorm and therefore can reduce the damage on an organization’s reputation.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:International Business Administration BSc (50952)
Link to this item:http://purl.utwente.nl/essays/66605
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