The aim of this paper is to present the issue of crisis communication under the newly created conditions of social media and evaluate the importance of social network site Facebook for crisis communication on the Czech market. The paper presents findings from a survey of Czech Facebook users. It examines the consumer complaining behaviour in the context of social media that can serve as a new platform to voice customer negative experiences. Differences between customers using traditional communications channels and those using social media platforms are identified and discussed.

Purpose-to present the issue of dealing with negative word-of-mouth under the newly created conditions of social media and formulate a set of rules for dealing with negative contributions in social networks such as Facebook. Design/methodology/approach-The paper presents findings from both a quantitative survey of Czech Facebook users and expert interviews. Findings (Rezultatai)-The results of the survey that was done among internet users has proven, that Czech Facebook users are fully aware of the fact that by complaining publicly via social media they can get a company in a serious trouble and want to use it to their advantage. Expert interviews agreed on necessity of good knowledge of the community, quick response to the posts and careful consideration of deleting negative contributions. Research limitations/implications (Tyrimo ribotumas)-the empirical research is focused on the Czech market that is specific in the field of internet user behaviour. Findings are primarily valid solely for the social network Facebook. Other platforms may differ in complaining behaviour of the users. Practical implications-research findings show, that social media play an important role in complaining behaviour of Czech internet users. This fact results in the necessity of the presence in social media and careful monitoring the word-of-mouth. Crucial factors of successful communication in social media are knowledge of the com

Social media is becoming a key part of business communication strategy. Despite all the advantages, social media also poses a threat to business reputation. Dissatis ed customers can reach a large audience and share their negative experiences with others. This paper deals with the impact of social media on the practice of public relations. The goal of the paper is to formulate a set of rules for dealing with negative contributions and generally with crisis communication in social media. It is based on two surveys. Individual interviews with social media experts are the core part of the analysis. They are complemented by questioning of consumers to get deeper insight into complaining behavior via social media. The de ned set of rules provides a useful tool for the social media crisis management.

Social media is becoming a key part of business communication strategy. Despite all the advantages, social media also poses a threat to business reputation. Dissatis ed customers can reach a large audience and share their negative experiences with others. This paper deals with the impact of social media on the practice of public relations. The goal of the paper is to formulate a set of rules for dealing with negative contributions and generally with crisis communication in social media. It is based on two surveys. Individual interviews with social media experts are the core part of the analysis. They are complemented by questioning of consumers to get deeper insight into complaining behavior via social media. The de ned set of rules provides a useful tool for the social media crisis management.