The Role Of Micro-Blogging In Responding To Corporate Controversy

Abstract

Over the past two decades, social media has transformed personal and professional communication. The distributed nature of social media has contributed to its widespread dissemination, enabling individuals to discover, share, and comment on social issues and events happening around the world. In particular, the affordances of micro-blogging have enabled frequent and accessible communication between corporations and their consumers; thus, crisis response is an especially important use of micro-blogging sites such as Twitter for corporations. This chapter explores ways micro-blogging can be used to respond to corporate controversies and the public outrage brought on by such controversy as expressed through social media. Using the official Twitter accounts of corporations dealing with controversy as sites of analysis, the authors analyze how these corporations use their official Twitter accounts to respond to controversy and provide insight into the roles micro-blogging can play in responding to corporate crisis.

Publication Date

5-31-2015

Publication Title

Maximizing Commerce and Marketing Strategies through Micro-Blogging

Number of Pages

67-90

Document Type

Article; Book Chapter

Personal Identifier

scopus

DOI Link

https://doi.org/10.4018/978-1-4666-8408-9.ch003

Socpus ID

84957377087 (Scopus)

Source API URL

https://api.elsevier.com/content/abstract/scopus_id/84957377087

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