#manship4002 guest lecture - crisis communication and social media
DESCRIPTION
#Manship4002 Guest Lecture - Crisis Communication and Social MediaTRANSCRIPT
![Page 1: #Manship4002 Guest Lecture - Crisis Communication and Social Media](https://reader038.vdocuments.net/reader038/viewer/2022103000/5551a725b4c9053c488b4f5d/html5/thumbnails/1.jpg)
L/O/G/O
Crisis Communication and Social Media
Young Kim, Ph.D. Student, Manship School of Mass Communication
![Page 2: #Manship4002 Guest Lecture - Crisis Communication and Social Media](https://reader038.vdocuments.net/reader038/viewer/2022103000/5551a725b4c9053c488b4f5d/html5/thumbnails/2.jpg)
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)
![Page 3: #Manship4002 Guest Lecture - Crisis Communication and Social Media](https://reader038.vdocuments.net/reader038/viewer/2022103000/5551a725b4c9053c488b4f5d/html5/thumbnails/3.jpg)
LOGO
Crisis & Crisis Communication
![Page 4: #Manship4002 Guest Lecture - Crisis Communication and Social Media](https://reader038.vdocuments.net/reader038/viewer/2022103000/5551a725b4c9053c488b4f5d/html5/thumbnails/4.jpg)
LOGO
![Page 5: #Manship4002 Guest Lecture - Crisis Communication and Social Media](https://reader038.vdocuments.net/reader038/viewer/2022103000/5551a725b4c9053c488b4f5d/html5/thumbnails/5.jpg)
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)
![Page 6: #Manship4002 Guest Lecture - Crisis Communication and Social Media](https://reader038.vdocuments.net/reader038/viewer/2022103000/5551a725b4c9053c488b4f5d/html5/thumbnails/6.jpg)
LOGO
![Page 7: #Manship4002 Guest Lecture - Crisis Communication and Social Media](https://reader038.vdocuments.net/reader038/viewer/2022103000/5551a725b4c9053c488b4f5d/html5/thumbnails/7.jpg)
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)
![Page 8: #Manship4002 Guest Lecture - Crisis Communication and Social Media](https://reader038.vdocuments.net/reader038/viewer/2022103000/5551a725b4c9053c488b4f5d/html5/thumbnails/8.jpg)
LOGO
“Facebook posts written in a narrative style are more effective than posts written in a non-narrative format.” (Hong & Kim, 2013)
![Page 9: #Manship4002 Guest Lecture - Crisis Communication and Social Media](https://reader038.vdocuments.net/reader038/viewer/2022103000/5551a725b4c9053c488b4f5d/html5/thumbnails/9.jpg)
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)
![Page 10: #Manship4002 Guest Lecture - Crisis Communication and Social Media](https://reader038.vdocuments.net/reader038/viewer/2022103000/5551a725b4c9053c488b4f5d/html5/thumbnails/10.jpg)
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)
![Page 11: #Manship4002 Guest Lecture - Crisis Communication and Social Media](https://reader038.vdocuments.net/reader038/viewer/2022103000/5551a725b4c9053c488b4f5d/html5/thumbnails/11.jpg)
LOGO
![Page 12: #Manship4002 Guest Lecture - Crisis Communication and Social Media](https://reader038.vdocuments.net/reader038/viewer/2022103000/5551a725b4c9053c488b4f5d/html5/thumbnails/12.jpg)
LOGO
![Page 13: #Manship4002 Guest Lecture - Crisis Communication and Social Media](https://reader038.vdocuments.net/reader038/viewer/2022103000/5551a725b4c9053c488b4f5d/html5/thumbnails/13.jpg)
LOGO
![Page 14: #Manship4002 Guest Lecture - Crisis Communication and Social Media](https://reader038.vdocuments.net/reader038/viewer/2022103000/5551a725b4c9053c488b4f5d/html5/thumbnails/14.jpg)
LOGO
![Page 15: #Manship4002 Guest Lecture - Crisis Communication and Social Media](https://reader038.vdocuments.net/reader038/viewer/2022103000/5551a725b4c9053c488b4f5d/html5/thumbnails/15.jpg)
LOGO
![Page 16: #Manship4002 Guest Lecture - Crisis Communication and Social Media](https://reader038.vdocuments.net/reader038/viewer/2022103000/5551a725b4c9053c488b4f5d/html5/thumbnails/16.jpg)
LOGO
![Page 17: #Manship4002 Guest Lecture - Crisis Communication and Social Media](https://reader038.vdocuments.net/reader038/viewer/2022103000/5551a725b4c9053c488b4f5d/html5/thumbnails/17.jpg)
LOGOhttp://geert-hofstede.com/ cultural-tools.html
![Page 18: #Manship4002 Guest Lecture - Crisis Communication and Social Media](https://reader038.vdocuments.net/reader038/viewer/2022103000/5551a725b4c9053c488b4f5d/html5/thumbnails/18.jpg)
LOGO
1: Replied tweets (@) by the publics2: Retweets (RT)3: Replied Tweets (@) by organizations4: Original Tweets
Type of tweetson Asiana Airlines Twitter accounts
![Page 19: #Manship4002 Guest Lecture - Crisis Communication and Social Media](https://reader038.vdocuments.net/reader038/viewer/2022103000/5551a725b4c9053c488b4f5d/html5/thumbnails/19.jpg)
LOGO
Communication tools on Asiana Airlines Twitter accounts
![Page 20: #Manship4002 Guest Lecture - Crisis Communication and Social Media](https://reader038.vdocuments.net/reader038/viewer/2022103000/5551a725b4c9053c488b4f5d/html5/thumbnails/20.jpg)
LOGO
Observation(Practice)
Theory Development
TheoryTesting
Applicationto Practice
![Page 21: #Manship4002 Guest Lecture - Crisis Communication and Social Media](https://reader038.vdocuments.net/reader038/viewer/2022103000/5551a725b4c9053c488b4f5d/html5/thumbnails/21.jpg)
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
![Page 22: #Manship4002 Guest Lecture - Crisis Communication and Social Media](https://reader038.vdocuments.net/reader038/viewer/2022103000/5551a725b4c9053c488b4f5d/html5/thumbnails/22.jpg)
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)
![Page 23: #Manship4002 Guest Lecture - Crisis Communication and Social Media](https://reader038.vdocuments.net/reader038/viewer/2022103000/5551a725b4c9053c488b4f5d/html5/thumbnails/23.jpg)
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)
![Page 24: #Manship4002 Guest Lecture - Crisis Communication and Social Media](https://reader038.vdocuments.net/reader038/viewer/2022103000/5551a725b4c9053c488b4f5d/html5/thumbnails/24.jpg)
L/O/G/O
Thank You!