Zeszyty Naukowe Uniwersytetu Szczecińskiego. Problemy Zarządzania, Finansów i Marketingu

Creating the image of the brand constitutes the base for its market success. Suitable emotional involvement of its customers directly affects not only their purchasing behavior but primarily their communications actions that build its value. However, in order the brand message can be routed to the widest audience there are necessary appropriate media that must be used. In this role perfectly suited are social media. Almost 24 hours daily contact with the customer and continuous dialogue with customer cause that both the brand and the customer become extremely close. This linking bond becomes particularly important in crisis situations. Appropriate use of social media in dealing with crisis situations can not only solve the problem but above all transform it for the success of the brand image enhancement. The uniqueness of social media in this situation is primarily based on the fact that in averting the crisis there are engaged customers, often themselves becoming the main public influencers. However, it has to be kept in mind that this is only possible when a company had previously conducted activities on social media in order to build such a loyal community.