How can an organization handle the 'firestorm' (negative eWOM) created by Social Media, especially micro blogging? Is there any comprehensive study available?
It is important to for the companies to react to lessen the impression caused by the original negative information in order to show that the company is caring. see Henard 2002 for example
Dear Sabraz,
Replying fast and in public (in the social media itself) is essential. Moreover, showing comprehension is also important, but at the same time, the combination of flexibility to solve customer's problems and being form/solid is important. Otherwise, the company would be showing weakness to customers.
Companies must show their fails, but also being solid and believe on their products and services. This will positionate the company as professional, sure of itself.
Regards,
Alfredo J. Escribano.
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