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Chapter 1 The Social Media Security Proc... > Case Study: Reputation Damage from a...

Case Study: Reputation Damage from an Unprepared Social Media Strategy

A company that has not implemented a strategy for managing social media risks is vulnerable to attacks to its brand and its financial bottom line. In the summer of 2010, the petroleum giant British Petroleum (BP) faced a crisis of extraordinary proportions as oil continued to gush into the Gulf of Mexico after the explosion of the Deepwater Horizon oil rig. During the 107 days the company struggled to stem the flow of oil into the sea, BP mounted a public relations campaign to address concerns over the crisis. Company spokespeople touted the company’s cleanup efforts and the $20 billion recovery fund for the region. However, BP could hardly do anything to contain negative mentions online as countless numbers of people posted their concerns....


  

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