The implosion of a brand: A social media analysis of the Volkswagen emissions scandal

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When a crisis breaks, brands need to react quickly to assess the extent of the damage.  How quickly is it spreading? Who is talking about it? How far has it spread? Sometimes news hasn't spread very far yet, and the impact can be contained. But sometimes, news spreads far and fast, especially on social media networks such as Twitter. A recent example of this happened to car manufacturer Volkswagen.

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