University of Twente Student Theses


Corporate Reputational Risk Management: The Power of Social Media

Hovener, M. W. (2015) Corporate Reputational Risk Management: The Power of Social Media.

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Abstract:Essentially, since the rise of social media applications, businesses fear the adverse effects of bad news or publicity. Consumers are actively engaging with businesses in shaping and co-creating social content triggering the exposure of reputational risk. Social media have changed the way people communicate in terms of pace and reach of communication, therefore content on social media can turn into a threat and the threat can turn into a rapid communication crisis. The prevailing dilemma organizations are facing is that while they recognize the importance of social media interaction, they tend to lack corporate capabilities to manage crisis communication effectively. This thesis provides specific guidelines for reputational executives on how to apply certain strategies based on their social direction and internal capabilities. Further, in order to mitigate the risk of a social firestorm, the author will highlight a “Social Media Matrix” to support organizations in proposing a specific strategic orientation based on internal and external factors.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:International Business Administration BSc (50952)
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