Corporate Facebook pages: when “fans” attack

Abstract

PurposeFacebook continues to play an increasingly necessary role in the corporate portfolio of stakeholder relations. Unlike traditional channels of corporate communication, Facebook allows for uncensored, unpredictable, two‐way conversations. This paper aims to engage thought and enact immediate action in the prevention and rehabilitation of a company's online reputation in the event of a Facebook wall attack.Design/methodology/approachBy conducting online research for an online subject and studying the historical perspectives of public outrage and a “fan's” dissatisfaction, the authors examine different approaches to corporate attacks. The case study of Nestlé's improper handling of a crisis on Facebook contrasted with examples of properly handled responses serve as guidelines that any company can utilize. The authors have provided seven steps that any business can incorporate into its crisis prevention plan.FindingsHarm, fear of harm and threatened values are the three basic sources of public outrage. The popularity of social media, particularly Facebook, provides a new venue for unhappy customers to publicly communicate their disdain. By relating to customers on a personal level and planning in advance, companies can recover from Facebook attacks quickly and with minimal damage.Originality/valueThe psychological underpinnings and science of outrage can be applied to the human behavior of social networking. Understanding why people complain and forecasting the inevitable outbreak of negativity provides valuable insight into avoiding potentially detrimental social media attacks. Real world examples shed insight into the proper handling of future situations. The seven steps for success provide a must‐have guide for any company competing in the digital realm.