[Note: This is my original research into the role of social media in crisis communications. First published in 2010, many of the points are as valid today, as they were back then. Hope you find the article useful.]
Introduction
Research by Brand Finance [1] has shown that a company’s brand can account for as much as 84% [2] of its total enterprise value and, based on the size of the enterprise, this can be quite substantial. In its 2007 Report on the World’s Most Valuable Brands, Brand Finance valued Coca-Cola’s branding…
