The Role of Social Media in Managing The Reputation Risk of Non-profit Organisations

Abstract

This dissertation discusses Oxfam’s scandal that happened in 2011 following the Caribbean earthquake, examining the organisation’s response in respect to the crisis as well as how this affects Oxfam's reputation. The research concentrates on Oxfam’s response on Twitter and how Oxfam went about dealing with? parties affected as a result of this crisis. To achieve the outcome needed for this study, the researcher chose to employ two different methods; firstly, content analysis of some of Oxfam’s Twitter accounts was used to address Oxfam’s response; secondly, secondary interviews were utilised in order to discover the crisis impact on the stakeholders