Study: Negative Posts on Firm’s Facebook Page Can Hurt its Rep but “Inoculation” Efforts May Help

When people read negative Facebook posts about an organization, it erodes their trust in the institution and diminishes its reputation. Efforts to “inoculate” readers against damaging messages, however, do appear to mitigate the harm somewhat. One of the first formal studies to confirm the impact of negative social media content has been published in the February 2015 issue of Corporate Communications: An International Journal. Michel M. Haigh, senior research fellow at the Page Center, was co-researcher on the project. You can read all about it in this news story.