Conflict maps in social media: From traditional arenas to 2.0 environments

This paper analyses conflicts in social media networks, fusing conflict map models with social network analysis such as graph analysis, and argues that many brands are mishandling their interactions on these platforms.

Conflict maps in social media: From traditional arenas to 2.0 environments

Julián Andrés Riveros Clavijo and María Angélica Aya ZárateOMD, Colombia

Introduction

Recognized brands have decided to foray into social media as part of their marketing and communication strategies with the goal of establishing their own communication channels, generating direct communication, becoming closer to consumers, and capitalizing on the content and popular actions in social media for their brand's advantage.

However, there are instances during these communication processes when conflicts arise, which due to the very nature of social media, escalate quickly and transform into crisis situations....

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