Facing Facebook

This study examines interaction between corporate representatives and critical consumers in today’s social media environment. Applying a microanalytical form of discourse analysis to a data set of corporate Facebook page discussions, the study contributes to a better understanding of the communicative resources that organizations use as part of their impression management (IM) for upholding their acceptability and promoting their credibility. The study also reveals the complexity of the work of corporate Facebook representatives, who need to align their individual IM with that of the organization while adjusting to the technologically mediated context.