A media crisis incident on Twitter of an Egyptian organization in the telecommunications sector: A qualitative case study
Résumé
Companies are now facing new challenges and more media crises, which affect their image and reputation and threaten their eco-nomic, social and cultural legacies. This article examines the response of an Egyptian telecommunications company to a social media crisis. The analysis is based on the study of a famous Mobile Service Provider in Egypt, Mobinil, which has undergone a media crisis on social media when its tweet published by the company's CEC in June 2011 triggered a wave of frustration against his business be-cause it has touched the morals and traditions, which are considered a taboo in Egypt. Netnography and Actor-Network theory (ANT) were used to analyze the data. The key question is "How can a tweet affect the e-Reputation of a company? And to what extent would the socio-cultural factors play a key rote in social-media crisis management? Many academic and practical implications are presented in this article.