Sustainable Crisis Management for Companies through Social Media: Prevention and Target-Oriented Handling

Over the last years, social media has quickly emerged into an omnipresent tool in marketing that can easily influence various departments of a company and therefore can have major impact on the entire business. Due to the fact that it represents a crucial part in everybody's daily life nowadays, firms have to actively engage in social media topics in order to meet their customers and for instance expose them to their advertising. However, social media can also foster a complex of problems which potentially lead to crises. Ideally, a company has the knowledge and sources to prevent these issues. Otherwise, it is inevitable to perform target-oriented crisis management, applying suitable measures and processes in order to further act successfully on the market. This book illustrates general actions of crisis management as well as their adaption in the context of social media with a strong focus on its sustainability within the organization.