Organizations have to manage negative publicity in entirely new ways in the social media era, according to an Academy of Management Review article.
“In the social media era, it’s not about whether the information will get out, the issue is when and how the story will break,” said Xinran Wang of the University of Missouri. “Managers cannot use old standards from the traditional media era to observe and manage social disapproval nowadays. Social disapproval can spread faster, with more negative emotions, and involve more interconnected constituents.”
Organizations need to monitor social media more diligently than ever before, she said. A passive approach is no longer a viable option for many organizations. Instead, organizations have to identify and deal with negative posts before they go viral.