Article Spanish OPEN
Ana Mª Enrique Jiménez (2013)
  • Publisher: Fundación Unamuno
  • Journal: Revista Orbis (issn: 1856-1594)
  • Subject: gestión | comunicación | crisis | redes sociales | imagen | Education | L | Communication. Mass media | P87-96

It is often in the social networks where you detect the first signs of a potential crisis situation. Today, many companies decide to be present in social networks to communicate, listen and respond to their audiences openly with immediacy. A simple complaint is visible and propagates through the network in seconds, being capable of generating a negative impact on the corporate image of the organization. The same can happen to the contrary, ie, to praise the performance of a company, which may affect the creation or strengthening of the good reputation of the company. However, we know that this does not happen with the same intensity. In this paper we analyze the decisions and actions of two opposing companies, Nestlé and Panrico, in front of a possible crisis situation.
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