Roshan, M., Warren, M., & Carr, R. (2016). Understanding the use of social media by organisations for crisis communication. Computers in Human Behavior, 63, 350–361. https://doi.org/10.1016/j.chb.2016.05.016
During times of crisis, organizations can use social media to respond to stakeholders’ questions and concerns, potentially providing clarity about the crisis, learning stakeholders’ crisis needs, and enhancing the organization’s reputation. Organizations should use social media to provide crisis updates in a timely manner and reply to stakeholder messages. Not responding to stakeholders can cause backlash itself, as it could be seen negatively. Responses should be human. Specific strategies can be implemented on social media depending on the nature of the crisis. Social media is a critical to crisis management. This article outlined specific strategies and tactics that I can use as social media director to develop and execute effective crisis responses. Learning Outcome 2: Demonstrate the ability to assess complex organizational environments and achieve communication goals.
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