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• W2178739304 abstract "Managing Negative Comments Posted on Social Media by Darci Dawn Wagner MBA, Capital University, 2003 BA, Capital University, 2002 Doctoral Study Submitted in Partial Fulfillment of the Requirements for the Degree of Doctor of Business Administration Walden University October 2015 Abstract Consumers use social media to share their service experiences, positive and negative. Some organizations lack strategies to respond to the negative comments, which can inhibit service recovery and harm the success of the organization. The purpose of this case study was to explore strategies used by social media managers to manage negative comments posted on social media sites. The study’s conceptual framework was social exchange theory. Participants in Central Ohio were recruited through e-mail. Data were gathered by observing 2 social media marketers manage social media and by interviewing social media managers. Secondary data from the organization displayed the engagement level of consumers. The data were coded for emergent themes, which revealed community management, engagement, and reputation management. Data analysis of the themes suggested that organizations should search daily for reviews and respond immediately and organizations should create a positive social media environment by encouraging conversations and engaging followers in conversations. Further, organizations should use experience comments as an opportunity to create value and not delete comments unless derogatory to the audience. Lastly, the analysis demonstrated that organizations should build and maintain relationships with customers and other audiences through social media. Marketers reading this study can learn and implement strategies for responding to negative comments posted on social media. This study may promote social change by enhancing service recovery for organizations, improving experiences for consumers, and informing marketers of the prominent role of social media in communications and marketing plans.Consumers use social media to share their service experiences, positive and negative. Some organizations lack strategies to respond to the negative comments, which can inhibit service recovery and harm the success of the organization. The purpose of this case study was to explore strategies used by social media managers to manage negative comments posted on social media sites. The study’s conceptual framework was social exchange theory. Participants in Central Ohio were recruited through e-mail. Data were gathered by observing 2 social media marketers manage social media and by interviewing social media managers. Secondary data from the organization displayed the engagement level of consumers. The data were coded for emergent themes, which revealed community management, engagement, and reputation management. Data analysis of the themes suggested that organizations should search daily for reviews and respond immediately and organizations should create a positive social media environment by encouraging conversations and engaging followers in conversations. Further, organizations should use experience comments as an opportunity to create value and not delete comments unless derogatory to the audience. Lastly, the analysis demonstrated that organizations should build and maintain relationships with customers and other audiences through social media. Marketers reading this study can learn and implement strategies for responding to negative comments posted on social media. This study may promote social change by enhancing service recovery for organizations, improving experiences for consumers, and informing marketers of the prominent role of social media in communications and marketing plans. Managing Negative Comments Posted on Social Media by Darci Dawn Wagner MBA, Capital University, 2003 BA, Capital University, 2002 Doctoral Study Submitted in Partial Fulfillment of the Requirements for the Degree of Doctor of Business Administration Walden University October 2015 Dedication I dedicate this doctoral study to my boys’, Drew and Liam. Acknowledgments I would like to thank God for getting me to this happy place. Without God, I could not have endured the rigor of this program while managing other aspects of my life. I would like to thank my boys, Drew and Liam, for being patient and allowing me the time to do my work when I could have been spending time with them. Thank you to my husband, Nick, for supporting me through this journey. I would also like to thank my sister, brother, parents, stepdaughter, grandparents, neighbors, friends, family, colleagues, and classmates for their support and listening ear while moving through this program. I would like to thank faculty, Dr. Malone, Dr. Salerno, and Dr. Turner for their continued support. Lastly, I would like to thank Dr. Booker for her motivation, kind words, timeliness, and the time she spent listening to my challenges as I conquered this program." @default.
• W2178739304 created "2016-06-24" @default.
• W2178739304 creator A5075038338 @default.
• W2178739304 date "2015-01-01" @default.
• W2178739304 modified "2023-09-27" @default.
• W2178739304 title "Managing Negative Comments Posted on Social Media" @default.
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