Tweeting your way out of disaster

Strategic Direction

ISSN: 0258-0543

Publication date: 14 August 2017



This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.


This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.


Social media now rules our online lives. It is an inescapable part of our modern existence, and as such, it is being embraced by companies to allow them to survive in the digital age. Twitter is becoming the go-to destination for customer service issues, mainly because of its public and instantaneous nature. Customers are able to make use of a huge audience and the potential for brand damage to a company by using Twitter to complain about a service failure. The costs are now so great that companies need to seriously consider and invest in their Twitter customer services. Success here can not only mitigate brand damage, but also improve it, whereas failure to do so can be catastrophic. Twitter is now the key to how well a company can do globally.

Practical implications

The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations.


The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.



(2017), "Tweeting your way out of disaster", Strategic Direction, Vol. 33 No. 8, pp. 17-19.

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Copyright © 2017, Emerald Publishing Limited

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