Managing Crisis Communication Via Social Media
Ključne besede:
odnosi z javnostmi, krizna situacija, družbeni mediji, krizno komuniciranje, mnenje potrošnikov o kriznem komuniciranjuPovzetek
Družbeni mediji postajajo vseprisotni v vsakodnevnem življenju vseh ljudi, s čimer spreminjajo način, kako potrošniki razmišljajo, ravnajo in kupujejo. Organizacije se zavedajo možnosti, ki jih nudi razvoj strategij komunikacije na družbenih medijih, vendar pogosto pozabijo napovedati in preprečiti negativne posledice. Širjenje informacij in slabe komunik- acijske prakse so idealni sprožilec krize na družbenih medijih, zaradi česar je ključno, da organizacije vedo, katero vrsto komunikacije, tako interne kot eksterne, morajo uporabljati. Da bi raziskali mnenja potrošnikov o kriznem komuniciranju preko družbenih medijev, smo izvedli anketo s 125 anketiranci, ki so nudili vpogled v svoja pričakovanja glede vrst in tonov sporočil na družbenih medijih, ki naj bi jih objavljale organizacije v času krize. Ugotovitve ankete bi lahko služile kot smernice za načrtovanje kriznega komuniciranja, saj je bilo raziskano, katere vrste sporočil imajo potrošniki najraje in preko katerih komunikacijskih sredstev jih najraje prejemajo. Čeprav je znano, da imajo krizne situacije lahko ogromen vpliv na dobrobit organizacije, mnenje potrošnikov o kriznem komuniciranju še vedno ni bilo temeljito raziskano.
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