一則社群平台上的訊息張貼之後，後續引發眾多社群成員討論與群起指責A公司，致使該公司被迫在影音平台播出正式道歉的影片。此案例對於運用社群平台拓展業務的使用者而言，究竟要如何觀察社群平台的所有張貼訊息？如何對於危及公司形象的訊息做出及時正確回應？仔細探究三千九百餘則的相關貼文，發現不當的回應會引發更多的指責訊息，做出回應之後不再回應則讓社群平台的貼文逐漸減少。本研究指出幾個後續研究方向，如何回應方能平息社群成員的不滿情緒？如何妥善的運用社群中的專業力量來強化公司營運能力？以及如何觀察引導而避免成為危機衝擊？

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