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

Flieger, Marcin2014-04-072014-04-072013Business and non-profit organizations facing increased competition and growing customers' demands / ed. by Adam Nalepka, Anna Ujwary-Gil. Nowy Sącz : Wyższa Szkoła Biznesu - National-Louis University, cop. 2013. - S. 35-49978-83-88421-82-2http://hdl.handle.net/11199/7407The 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.enUznanie autorstwa-Użycie niekomercyjne-Bez utworów zależnych 3.0 Polskaimagesocial mediaInternetmonitoringcrisisThe Influence of Social Media on a Company’s Image. The Possibility of Internet MonitoringbookPart