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....