Study Of Corporate Reputation Crisis Management In The Social Media Environment

Currently, with China’s entering the era of e-commerce, internet has become an important medium for spreading enterprise information, and the social media based on Web2.0, a new generation of internet technology, is playing an increasingly important part in the dissemination of network consensus. The social media authorizes common netizens to utter and post opinions. With multi-center anddiscrete dissemination, powerful emotional rendering and mobilization, it greatly expedites the spread of information, to the extent that even the seemingly unimpressive negative information is likely to be infinitely exaggerated. This is a surefire way to pose severe challenges to enterprises’reputation maintenance, risk management, etc. The social media further promotes the transformation of elite media era into grassroots media era, and thus to enterprises, internet has been the trigger and magnifier of corporate reputation risk. Therefore, enterprise administrators and theoretical workers can’t ignore the following questions in practice:How should we properly treat and regard the precious corporate reputation and emerging socialized media, as well as the relationship between each other? How should we recognize various potential factors threatening corporate reputation and try to reduce and even eradicate these risk factors accordingly? How should we take prompt and effective measures when corporate reputation risk occurs, and restore and rebuild corporate reputation after the risk disappears?This paper studied corporate reputation risk against the general background of social media development. Firstly, it introduced the concept and features of social media, defined and sorted out issues related to corporate reputation risk, and focused on the analysis of the potential practical influence of corporate reputation risk. Secondly, it described in summary the status quo and developmental trend of corporate reputation risk against the background of social media, and systematically discussed and summarized its spreading features and inducers. To deepen the understanding of such topic, it specifically discussed the case of China Vanke’s "poisonous floors", a very typical case featuring corporate reputation risk triggered by the disclosure of social media platform, to combine theory with practice. Finally, based on the useful lessons from China Vanke, it pointed out that enterprises, in the social media environment, should take a series of powerful measures from risk prevention, risk management and reputation restoration to reduce the odds and harmful scale of reputation risk, transform "risk" into "opportunity" through actively using internet, especially the social media, and thereby help enterprises maintain or rebuild their winning reputation and images.