The Influence of Social Media on a Company’s Image. The Possibility of Internet Monitoring

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.