Polite company versus dissatisfi ed customer - On communication strategies on the social network Facebook

Abstract

Company profi les on social networking sites are a place of maintaining contact, expressing emotions and exchanging information between their administrators and customers. Often politeness - characteristic of the entries posted by the company - is contrasted with the demands, irritation, or even aggression expressed by dissatisfi ed customers. The analysis of subsequent acts of communication and strategies adopted by the company in order to adequately respond to criticism from Internet users, while maintaining its reputation and creating a positive image, constitutes the subject of consideration in this article.