#Manship4002 Guest Lecture - Crisis Communication and Social Media


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#Manship4002 Guest Lecture - Crisis Communication and Social Media

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#Manship4002 Guest Lecture - Crisis Communication and Social Media

  1. 1. L/O/G/O Crisis Communication and Social Media Young Kim, Ph.D. Student, Manship School of Mass Communication
  2. 2. LOGO Contents What is crisis and crisis communication? Why social media is important in crisis communication? (Academic perspective) How do the organization use social media in a crisis situation? (Asiana Airlines crash case) Conclusion (Tips for crisis managers)
  3. 3. LOGO Crisis & Crisis Communication
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  5. 5. LOGO “Social media is a broad term that covers a variety of different online communication tools” (Coombs, 2012) “Social media is information created by stakeholders online through blogs, microblogs (Twitter), and social networks (Facebook)” (Coombs, 2009)
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  7. 7. LOGO “Posting PR information on Facebook during a time of crisis can improve the overall image of the organization experiencing the crisis” (Hong & Kim, 2013)
  8. 8. LOGO “Facebook posts written in a narrative style are more effective than posts written in a non- narrative format.” (Hong & Kim, 2013)
  9. 9. LOGO “The medium is more important than the message” (Schultz et al., 2011) “people talk more about newspaper articles (crisis) than about blogs or tweets.” (secondary crisis communication) “crisis communication via twitter led to negative crisis reactions than blogs and newspaper articles.” (reaction) “Individuals in the ‘twitter + blogs’ condition gave the highest score on post-crisis reputation.” (reputation)
  10. 10. LOGO “More traditional forms (e.g., word of mouth and traditional media) can significantly affect how publics respond to crisis information and what kind of emotions are likely to be felt.” (Liu et al., 2011) “Social media play a more important role at later crisis states (after a crisis is already well-known and widely spread), providing crisis emotional support.” (Liu et al., 2011)
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  17. 17. LOGO http://geert-hofstede.com/ cultural-tools.html
  18. 18. LOGO 1: Replied tweets (@) by the publics 2: Retweets (RT) 3: Replied Tweets (@) by organizations 4: Original Tweets Type of tweets on Asiana Airlines Twitter accounts
  19. 19. LOGO Communication tools on Asiana Airlines Twitter accounts
  20. 20. LOGO Observation (Practice) Theory Development Theory Testing Application to Practice
  21. 21. LOGO Scan for negative outcomes Assess Impact: Is the person important online? Assess Impact: Is there potential for the message to spread? Unethical treatment about employees and animals Complaints about the product. False information about the organizationScan Person Spread Rumors Complaint Challenges Social Media
  22. 22. LOGO Advice to Crisis Managers:1) Be seen! Place crisis information on your website2) Go where the action is.(who you work for / why you respond to the message) 3) Engagement vs. Intimidation(Contact them about the problem /Scare stakeholders in to being silentonline)
  23. 23. LOGO Please avoid these mistakes : 1) More talking, not listening(Social media is about the stakeholders.Please listen and respond when appropriate)2) Need of transparency(Must identify who you work for)
  24. 24. L/O/G/O Thank You!