Community Management on Facebook: How to Solve Problems with Negative Reactions and Comments from Groundswell?


  • Igor University of Ss. Cyril and Methodius in Trnava
  • Vladimíra Jurišová University of Ss. Cyril and Methodius in Trnava



Social networks, by their very nature, have not only given people from around the world the opportunity to connect but also have allowed for a collective and global exchange of views and thoughts among all users. Such an exchange of views has a significant impact even on commercial players - on brands, for which presence and communication on social networks have become second nature. Through the functionality of individual social networking sites, users are given a wide range of opportunities to express their views on brands quickly and flexibly. Such a groundswell impact may be both positive and negative, but a negative effect poses a real and serious threat. Today the space of social networks is undoubtedly fuller of negative emotions than ever before. In communication, users blur the boundaries of what is acceptable, they prefer criticism in communication, and some thrive on creating and spreading hatred. This kind of behavior and user communication threatens brands on social networks. One negative remark leveled at the brand, and a negative post not resolved with its author, could trigger an avalanche of criticism, and have a devastating impact on the brand. Criticism that indirectly affected the brand may soon spread to all social network users in the country and around the world. The topic can also go beyond social networking websites and reach other mass media. For this reason, it is crucial that brands not only know how to communicate proactively in a social network environment but also know how to respond reactively to negative comments, criticism, and hate. The purpose of this article is to develop easy-to-use and generalized communicative approaches and rules, that are useful not only on Facebook and should make it easy for the brands to manage negative reactions of the audience and communication crisis. Brands that acquire a suitable and quick way to respond to such situations can thus be skillfully able to maintain a good reputation, build a brand and equally important, increase their competitiveness in the market.