Zózimo, RicardoRodrigues, Tomás Paixão Simões Nune2024-06-212023-07-142023-05-30http://hdl.handle.net/10362/168882This 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.engSocial mediaNegative comments managementEffective responsePatterns analysisCEMS MIMmaster thesis203366662