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Managing negative comments on social media: effective ways for a company to respond
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Orientador(es)
Resumo(s)
This thesis presents a comprehensive analysis of negative comments on social media platforms
and provides strategic recommendations for BNP Paribas to effectively deal with such
comments. The study focuses on analyzing negative comments from three competitors on
Instagram and Facebook over the past year. The findings reveal that employee complaints
constitute a significant portion of these comments. To gain further insights, a similar analysis
is conducted on Glassdoor reviews. Based on the analysis, the suggested approach for BNP
Paribas involves two key phases: avoidance and response. Several actionable recommendations
are proposed to each phase to proactively manage negative comments.
Descrição
Palavras-chave
Social media Negative comments management Effective response Patterns analysis CEMS MIM