Strategia obecności przedsiębiorstw w przestrzeni internetowej w trudnych sytuacjach – przykłady
Strategy for the presence of companies in the area of internet in difficult situations – examples

Summary/Abstract: The aim of the article is to highlight interactions between consumers and companies in the context of dynamic development of digital world and to pinpoint opportunities and threats that arise from new communication channels. Examples from business practice show how those relations can be shaped. Dell and Timberland were forced by their consumers to react when unpleasant opinions arose in social media, but both of them managed to avoid reputational risk. Toyota, on the other hand, used social media to reach broad audience with the message that few of Toyota models have production flaws, which might be dangerous.

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