Date of Conferral

2015

Degree

Doctor of Business Administration (D.B.A.)

School

Business Administration

Advisor

Timothy Malone

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.

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