NAŠE GOSPODARSTVO / 
OUR ECONOMY

Managing Crisis Communication Via Social Media

Anja Špoljarić

Abstract


Social media is becoming omnipresent in everyone’s daily life, which is changing
the way consumers think, act and buy. Organizations are aware of the possibilities
that may occur from developing social media communication strategies,
but oftentimes forget to predict and block negative consequences. Information
spreadability and bad communication practices are the perfect trigger of a social
media crisis, which is why it is crucial for organizations to know what kind of
communication, both internal and external, they need to implement. To explore
consumers’ opinions on social media crisis communication, an online survey
was conducted. 125 participants gave their insight into their expectations of
the types and tone of social media messages organizations should communicate
during a time of crisis. These findings could be used as a guideline for
crisis communication planning, considering they examine what types of messages
consumers prefer, and which medium of communication they prefer. Even
though it is recognized that crisis situations can have a huge impact on an organization’s wellbeing, consumers’ perspective on crisis communication still has
not been researched thoroughly.


Keywords


public relations, crisis situation, social media, crisis communication, consumer perspective on crisis communication

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