Dark side of Social Media Communication: Online Firestorms -A Case Study of few Select Companies

Social networking sites emerged as prominent media for marketing communication. They spread company information at breathtaking speed to the large audience. However, this speed of communication may be negative and impact in reduction of brand image and adversely affecting the sale. Researchers have identified 20 organizations who faced online firestorms. Further, these 20 organizations posts analyzed using text analytics and crowding. Added to this, a sentiment analysis was carried out to differentiate negative sentiment towards the company. Online firestorms raised when the sentiments of people were raised. This is by insulting traditions, customs, values and religion in total. People take it personally and negativity spreads faster than fire. Online firestorms can be prevented by not affecting sentiments of people. Even if the online firestorm breaks, a quick and sincere apology pacifies the firestorms. Further, in a few instances, clarifications regarding the social media post were also published. Social media content writers have to carefully examine and should not mix people's sentiments with brand promotions of the company. The study is limited to twitter platforms and may have better understanding if explored with other social media platforms.