Naslov
Crisis Communication On Social Media

Autori
Preselj, Vladimir ; Petrović, Mario ; Samardžić Gašpar Maja

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Living in Crisis Mode – Time to Reconsider Definition, Meaning and Practice? / Verhoeven, Piet ; Jugo, Damir ; Jakopović, Hrvoje ; Ciboci, Lana - Zagreb : Veleučilište Edward Bernays, 2018, 225-243

ISBN
978-953-58317-4-7

Skup
Communication Management Forum 2017 - Living in crisis mode: Time to reconsider definition, meaning and practice?

Mjesto i datum
Zagreb, Hrvatska, 12.05.2017. - 13.05.2017

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
social media ; communication models ; crisis communication ; online communication ; crisis management ; traditional media

Sažetak
Social media are, today, undoubtedly an essential communication channel, not only for private individuals, but also for different companies and organisations. They are primarily a two-way communication channel enabling updated user feedback. Communication takes place in real time and everyone has the possibility of taking on the active role of communicator, regardless of competence, knowledge or experience. This characteristic of social media helps in building relationships with the desired target group, as well as image ; however, it is also a major challenge when it comes to adverse situations like crises. When it comes to commenting on social media, users can be desired allies, but also loud enemies. Negative user comments are not uncommon, so community managers must handle the communication in order to minimize potential negative consequences. However, what happens when the negative comments become a crisis and unwanted content goes viral, and when the crisis transfers from social media to traditional media? In this case, are the professional rules which prescribe exactly how to react valid or do those rules no longer apply when it comes to a crisis on social media? The authors of this paper analysed several cases of crisis situations on social media covering crisis situations whose sources were on social Crisis Communication on Social Media Vladimir Preselj, Maja Samardžić Gašpar, Mario Petrović Communication Management Forum 2017 Living in crisis mode: Time to reconsider definition, meaning and practice? 226 media, which subsequently spilled over into traditional media, as well as situations when social media followed developments in traditional media. Furthermore, during the analysis, the most important segments of successful crisis communication management will be referred to, such as reaction rate, mode and tone of communication, prompt information to the public, i.e. users, and the establishment of a crisis communication plan.

Izvorni jezik
Engleski

Znanstvena područja
Informacijske i komunikacijske znanosti

POVEZANOST RADA