Browsing by Author "Duarte, Raquel Pita Guerreiro Marcelino"
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- Case study : Facebook in face of crisisPublication . Duarte, Raquel Pita Guerreiro Marcelino; Souto, Daniela Langaro da Silva doCreated to connect people in a limited academic environment, Facebook rapidly became the world’s largest social media network, containing numerous, and highly valued features. Despite its rapid growth and outstanding performance, Facebook has seen better days. In March 2018, the giant was caught up in a large-scale data breach scandal, in which the British political consulting firm Cambridge Analytica acquired the personal data of around 87 million users without their consent and used it for political purposes, namely in the 2016 U.S. Presidential elections but also in the Brexit Vote Leave campaign. The scandal caused Facebook to face the wrath of all those affected by the privacy breach but also of those who were indirectly, in some way, concerned by what happened. Several challenges confronted the company afterwards, such as legal actions for the lack of users’ privacy protection. Nevertheless, even if Facebook put in place several measures to prevent such an event from happening again, the biggest challenge was definitely to regain stakeholder’s trust and to rebuild the organization’s reputation. The crisis response strategies adopted by Facebook were considered not enough to reassure users and all those troubled by the breach. This case study provides appropriate data that allows students to assess the crisis situation and to put themselves in a position of Facebook’s CMO, in order to come up with crisis management path suggestions, through the combination of theories and real-life facts.