Gestão de crise e reputação digital: perspectivas da comunicação estratégica em redes sociais

Abstract

The current digital landscape, characterized by the rapid spread of information and high visibility on social media, compels brands to engage in constant monitoring and strategic action to safeguard their reputations. In this context, communication takes on heightened importance, becoming a fundamental element in strategies designed to prevent, contain, and mitigate vulnerabilities. This study was conducted to understand how organizational communication strategies contribute to digital crisis management and the preservation of brand reputation within this environment. The methodology involved a literature review combined with qualitative interviews with corporate crisis management specialists. The findings indicate that crisis management in the digital realm goes beyond mere technological monitoring, requiring an integrated set of actions across all three phases of a crisis. The study highlights that tools and protocols cannot manage crises autonomously; human intervention is identified as the central element in orchestrating and coordinating the process. To assume this leadership role, the market demands a hybrid professional profile that combines the technical rigor of data analysis with the emotional intelligence needed to withstand operational and algorithmic pressures. The study concludes that crisis communication management, when planned strategically and collaboratively and grounded in transparency is viewed by specialists as essential for protecting organizational reputation and rebuilding stakeholder trust. [resumo fornecido pelo autor]