How Companies are Using Social Media to Maintain their Image During a Crisis

Abstract

How Companies are Using Social Media to Maintain their Images During a Crisis The study will examine how Starbucks used social media to maintain its image during the crisis occasioned by the arrests at its Philadelphia store. Therefore, the study will use the Starbucks case study to find out effective social media strategy can be used by other companies to maintain their image in times of crisis. Further, the paper will use qualitative research in generating insights through non-numeric data. This is together with the image restoration theory that helps finding social media strategy to restore a damaged image during a crisis. The data collection method will be based on analyzing the apology posted on Twitter by the company to the arrested individuals, the statement from the CEO expressing regret over the conduct of the store, and the announcement that the company would close its stores to facilitate training for its employees. Although Starbucks faced racial discrimination case, it maintained its reputation by using effective communication strategy. The result shows that it is important for a company to use social media to communicate with costumers in times of crisis. The incident reveals that communication is very crucial in dealing with any problem and helps in image restoration. Additionally, admitting responsibility and asking for forgiveness on social media can maintain a company’s image. Companies should act as fast as possible to prevent further damage the image and reputation of the company. Finally, companies can save their image by correcting their mistakes and share their actions in social media platforms. With such strategies, a company remains a leading company as it has always been.