Social Media: useful for high-risk industries? A study of nuclear energy in Spain

Social Media has become an unquestionable communicative tool for most organizations. Companies want to participate in the conversation on network various purposes: attracting new customers, promoting their products, exalting brand, searching prescribers, etc. However, those corporations that belong risk sectors –as is case of nuclear power plants– show initial suspicion because they consider forms communication contribute encouraging criticism business model, producing a deterioration image. The methodology used this research based three pillars: review literature CSR, corporate reputation, and Nuclear Communication; exploration search official profiles plants; interviews with responsible communicating atomic plants know perception use these supports. Spanish do not actively Media. These facilities rely monologic tools tactics, although need dialogue acceptance long-term operation. are essential sectors: disseminate science make, collect feedback respond criticism, seek consensus.