Monitoramento de redes sociais digitais como estratégia organizaciona

Abstract

This article, which refers to the organizational image crisis and digital social networks, is methodologically articulated by means of an exploratory research that focuses on understanding the strategic performance of Public Relations professional in anticipation of possible organizational image crisis by monitoring digital social networks and mutual interaction with users. Thus, after an appropriation of bibliography about concepts that based this topic, we concluded that image crisis can be avoided through the monitoring process and the identification of signals that show the imminence of the crisis. In this environment, the study provides a guide to monitoring digital social networks, which can be adapted to all types of organization and thus aid in identification of these warning signs preceding the crisis.