Social media storms: Empowering Leadership Beyond Crisis Management

This fascinating new book explores the benefits and dynamics of media storms and identifies the possible opportunities that they present for further engagement with customers. Based on a sound theoretical background and illustrated by vivid real-life examples and case studies throughout every chapter, this book combines thorough explanations of the elements of business decision-making, market interaction, consumer psychology, branding, and business communication. It provides actionable managerial advice on planning for, measuring and navigating media storms in an innovative way. In comparison to the existing literature, the book departs from the classical, but insufficient, crisis communication management approaches to suggest novel frameworks and tools for empowering businesses, consumers and broader societies in the digital age. Social Media Storms provides advanced undergraduate and postgraduate digital marketing, marketing communications, strategy and crisis management students with a comprehensive understanding of the media storm phenomenon and helps marketing and communications professionals to leverage the opportunities that media storms are bringing.