#Manship4002 Guest Lecture - Crisis Communication and Social Media

L/O/G/O

Crisis Communication and Social Media

Young Kim, Ph.D. Student, Manship School of Mass Communication

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)

LOGO

Crisis & Crisis Communication

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)

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)

LOGO

“Facebook posts written in a narrative style are more effective than posts written in a non-narrative format.” (Hong & Kim, 2013)

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)

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)

LOGOhttp://geert-hofstede.com/ cultural-tools.html

LOGO

1: Replied tweets (@) by the publics2: Retweets (RT)3: Replied Tweets (@) by organizations4: Original Tweets

Type of tweetson Asiana Airlines Twitter accounts

LOGO

Communication tools on Asiana Airlines Twitter accounts

LOGO

Observation(Practice)

Theory Development

TheoryTesting

Applicationto Practice

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

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 silent online)

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)

L/O/G/O

Thank You!

#Manship4002 Guest Lecture - Crisis Communication and Social Media

Social Media

Transcript of #Manship4002 Guest Lecture - Crisis Communication and Social Media