Forbidden improvisation: this suffocates a reputational crisis in the networks

A single unfortunate comment or bad management can go viral and damage the reputation of a brand or company in record time. What used to take days or even weeks to reach the traditional media and climb public opinion, today can become the center of the digital debate in a matter of hours, explains Fernando Checa García, professor of the Master in Social Networks of the International University of La Rioja (UNIR). Reputation, says, "is an asset t…