Abstract:
The paper deals with issues concerning management of a company’s
image, especially in an crisis situation. This aspect of management is
analyzed in the context of social media – the way they function and influence
an organization’s image. Using the Nestle company as an example the author
scrutinizes sources and the development of negative campaigns against the
firm. Then the author presents the characteristics and possibilities of applying
Internet monitoring aimed at detecting negative phenomena having an impact
on the company’s image.