Appendix F: Empathetic Use of Social Media

F.1 Main Characteristic of Social Media

Social media platforms are valuable environments, through which companies can engage with their different stakeholders. These platforms allow companies to develop two-way communication, tantamount to personal conversations. These virtual tools are participative because people can openly and overtly express their opinions, either positive or negative.

Some companies use different social media platforms to enhance their image; these virtual environments provide organisations with priceless visibility and an online presence. All information published on social media is shown in real time and in a direct manner.

Social media is an easy-to-use, integrative, and democratic ...

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