With many attractive attributes, such as vast reach and low costs, it’s not surprising that experts estimate that over 80% of marketers use social media (Whiting and Williams, 2013). However, not all corporate social media is successful and some activities can even be damaging as companies have very little control over messages once they are published (Aula, 2010; Xia, 2013).
Despite this, risks to reputation cannot be eliminated by abstaining from social media, as it is also a powerful tool for consumers and organisations alike to raise their concerns and campaign against practices they disagree with (Aula, 2010; Mills, 2012)