Customer attacks - how to safeguard you reputation

Customer attacks enabled through Web 2.0 face a serious threat to any company’s reputation in modern day society. Many papers have been published on proactive approaches to prevent a so called Shitstorm from happening. Based a conducted literature and case analysis according to prior knowledge accompanied by a collection of data on user behaviour, this paper aims to create a reactive approach. Therefore the initial situation is classified according to nine categories, metaphorically named to create an easy to understand allegory. Each category implies a reactive approach to enable a company to generate the least negatively affecting outcome for one’s reputation. To make this theoretical framework best applicable for everyday business life a three-dimensional model, the Cube, was designed, which enables a smooth implementation to every company’s online strategy. Additionally the Cube provides further insights to understand that communication is key, so that even if not applying the Cube, companies will get a general understanding of how social media crisis develop.