ДРУШТВЕНЕ МРЕЖЕ КАО КАНАЛ КОМУНИКАЦИЈЕ У КРИЗНИМ СИТУАЦИЈАМА
Ključne reči:
Комуникација у кризним ситуацијама, друштвене мреже, односи са јавношћу
Sažetak
Кључни задатак управљања кризама јесте да се спрече или ублаже негативне последице кризе, било да је реч о организацијама или неким другим ентитетима. У управљању кризама најважнији елемент јесте комуникација, тј. дијалог који организација има са својим стејкхолдерима непосредно пре, за време и након завршетка кризе. Циљ комуникације у кризној ситуацији (у даљем тексту ККС) јесте да се пруже информације заинтересованим странама, и да се заштити и одржи имиџ и репутација организације. С обзиром да је у и у теорији и у пракси одавно препознат значај комуникације за ефикасно управљање кризима, предмет овог рада је да процени и анализира ефикасност друштвених медија као канала комуникације у кризним ситуацијама.
Reference
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Baznik 2014: Baznik et. al. Starbucks Coffee Company Crisis Management Plan. Преузето са :https://abigailbrennan.files.wordpress.com/2014/04/starbucks-crisis-management- plan1.pdf, приступљено 30.08.2023.
Valentini 2011: Valentini C., Romenti, S., Blogging about Crises. Journal of Communication Management, 15(4), 298-313.
Васић 2010: Милица Васић, Шта је то интернет ? Технолошке основе интернета-основа за антрополошка проучавања. Етнолошко – антополошке свеске 16(5): 79-93.
Вучковић 2021: Јелена Вучковић, Дигитални медији и медијско законодавство Републике Србије. Зборник радова Правног факултета у Нишу (92), 195-217.
Gonzalez-Herrero 2010: Gonzalez-Herrero A. and Smith, S., Crisis Communication Management 2.0: Organizational Principles to Manage Crisis in an Online World ,Organizational Development Journal, 28(1), 97 - 105.
Digital Initiative 2016: My Starbucks Idea: Crowdsourcing for Customer Satisfaction and Innovation. Преузето са: https://digital.hbs.edu/platform-digit/submission/my-starbucks- idea-crowdsourcing-for-customer-satisfaction-and-innovation/, приступљено 17.08.2023.
Илић 2014: ИлићД., Марковић, Б., Значај употребе интернет друштвених мрежа у процесу достизања одрживе конкурентне предности.” СИНТЕЗА 2014- The use of the internet and development perspectives- Зборник радова: 82-87.
Jauregui 2012: Jauregui A.,Burger King Employee Posts Photo Of Himself Stepping In Lettuce, Gets Busted By 4chan Users. Доступно на: https://www.huffpost.com/entry/burger-king- employee-steps-in-lettuce-busted-4chan_n_1679793, приступљено 17.08.2023.
Jin 2010: Jin Y., Liu, B.F.,The Blog-Mediated Crisis Communication Model: Recommendations for Responding To Influential External Blogs. Journal of Public Relations Research, 22(4), 429-455.
Kelleher 2009: Kelleher T., Conversational voice, communicated commitment, and public relations outcomes in interactive online communication. Journal of communication, 59(1), 172- 188.
Kerkhof 2011: Kerkhof, P., Schultz, F., & Utz., S., How to choose the right weapon. Social media represent both a catalyst for and weapon against brand crises. Communication Director, 76-79.
Kreutzer 2010: Kreutzer, R.T. & Hinz, J., Möglichkeiten und Grenzen von Social Media Marketing. Working Papers of the Institute of Management Berlin at the Berlin School of Economics and Law, Paper No. 58. ISSN 1869- 8115.
Kim 2013: Kim, E.,The Role of Social Media in Crisis Communication - A Case Study of Starbucks, master thesis. Texas State University-San Marcos.
Liu 2015: Liu B.F., Fraustino J.D., Jin Y., How disaster information form, source, type, and prior disaster exposure affect public outcomes: Jumping on the social media bandwagon? Journal of Applied Communication Research, 43(1):44–65.
Liu 2011: Liu B. F., Austin, L., & Jin, Y., How publics respond to crisis communication strategies: The interplay of information form and source. Public relations review, 37(4), 345-353.
Љепава 2011: Љепава, Н., и Селаковић, М., Non-governmental organizations and online social networking: serbian parents network case study. Преузетно са: http://www.roditelj.org/wp- content/uploads/2011/04/Drustvene-mreze-u-radu-NVO-Symorg-Ljepava- Selakovic.pdf., приступљено 03.09.2023.
Michelli 2007: Michelli, J.A., The Starbucks Experience: 5 Principles for Turning Ordinary into Extraordinary, New York, NY: McGraw-Hill.
Пајић 2010: Пајић, Б., Друштвени медији као маркетиншки алат. Нови Сад: Елит медика. Радуловић, М., Моторс, Д., Орлић, С. Употреба друштвених мрежа као алата у ЦРМ активностима. Доступно на http://www.infotech.org.rs/blog/wp-content/uploads/61.pdf.
Ранђеловић 2013: Ранђеловић, Н., Живановић, П.,Статус спорта у свакодневници коришћења друштвених мрежа студената спорта и физичког васпитања. Теме-Часопис за друштвене науке (02): 901-923.
Salesforces. (n.d.). Extracting More Value from Social Media with Social Media Management Technology. Доступно на : https://www.salesforce.com/hub/marketing/social-media- management/?mc=marketingcloud.com/blog/shining-examples-of-excellent-social- media-crisis-management, приступљено 17.08.2023.
Socialbakers 2021: Starbucks Facebook Statistics. Преузето са: https://www.socialbakers.com/statistics/facebook/pages/detail/22092443056, приступљено 30.08.2023.
Schroeder 2013: Schroeder, A., Pennington-Gray, L., Donohoe, H., Kiousis, S., Using Social Media in Times of Crisis. Journal of Travel & Tourism Marketing, 30(1-2), 126-143.
Schroeder 2014: Schroeder, A., Pennington-Gray, L., The Role of Social Media in International Tourist’s Decision Making. Journal of Travel Research, 1-12.Chan-Olmsted,
Shute 2012: Shute N., Is That A Crushed Bug In Your Frothy Starbucks Drink? Преузетно са: https://www.npr.org/sections/thesalt/2012/03/30/149700341/food-coloring-made-from- insects-irks-some-starbucks-patrons, приступљено 01.09.2023.
Sweetser 2007: Sweetser, K. D., Metzgar, E. , Communicating during crisis: Use of blogs as a relationship management tool. Public Relations Review, 33(3), 340–342.
TDIV 2012: Starbucks bugged by consumers, company will review use of cochineal extract. Преузето са : http://www.thisdishisvegetarian.com/2012/03/starbucks-bugged-by- consumers-company.html, приступљено 01.09.2023.
Heide 2010: Heide, M., & Falkheimer, J., Crisis communicators in change: From plans to improvisations. In W. T. Coombs, & S. J. Holladay (Eds.), The handbook of crisis communication (pp. 511-526). Wiley-Blackwell.
Fearn-Banks 2016: Fearn-Banks, K., Crisis communications: A casebook approach. London: Routledge.
Fraustino 2012: Fraustino, J.D., Liu, B. and Jin, Y., Social Media Use During Disasters: A Review of the Knowledge Base and Gaps, final report to Human Factors/ Behavioral Sciences Division, Science and Technology Directorate, U.S. Department of Homeland Security, START, 2012, College Park, MD.
Hale 2005: Hale, Joanne E., Ronald E. Dulek, & David P. Hale. (2005). Crisis response communication challenges: Building theory from qualitative data. The Journal of Business Communication 42(2): 112-134.
Coombs 2010: Coombs, W. T., Parameters for crisis communication. In W. T. Coombs, & S. J. Holladay (Eds.). The handbook of crisis communication. (pp. 17-53). Chichester: Wiley-Blackwell.
Craft 2021 : Starbucks. Преузето са : https://craft.co/starbucks, приступљено 30.08.2023.
Cho 2013: Cho, S. E., Park, H. W., Social Media Use during Japan’s 2011 Earthquake: How Twitter Transforms the Locus of Crisis Communication. Media International Australia Incorporating Culture & Policy, 149, 28.
Xiang 2010: Xiang, Z., Gretzel, U., Role of Social Media in Online Travel Information Search. Tourism Management, 31, 179-188.
Walaski 2013: Walaski, P., Social Media. Professional Safety, 58(4), 40-49.
Wendling 2013: Wendling, C., J. Radisch, S. Jacobzone,The Use of Social Media in Risk and Crisis Communication, OECD Working Papers On Public Governance, No. 25, OECD Publishing.
Wright 2008: Wright, D. K., Hinson, M.D. , How Blogs and Social Media are Changing Public Relations and the Way it is Practiced. Public Relations Journal, 2(2), 1-21.
White 2011: White, B., King, I., Sang, P., Social Media Tools and Platforms in Learning Environments. Springer Science & Business Media.
White 2012: White, C. ., Social Media, Crisis Communication, and Emergency Management: Leveraging Web 2.0 Technologies. Boca Raton, FL: CRC Press.
Yang 2009: Yang, S.-U., Lim, J. S. The effects of blog-mediated public relations (BMPR) on relational trust. Journal of Public Relations Research, 21(3), 341–359.
Axel 2014: Axel, B., Crisis Communication. In Cunningham, Stuart & Turnbull, Sue (Eds.) the Media and Communications in Australia. Allen & Unwin, Crow’s Nest, pp. 351-355.
Baznik 2014: Baznik et. al. Starbucks Coffee Company Crisis Management Plan. Преузето са :https://abigailbrennan.files.wordpress.com/2014/04/starbucks-crisis-management- plan1.pdf, приступљено 30.08.2023.
Valentini 2011: Valentini C., Romenti, S., Blogging about Crises. Journal of Communication Management, 15(4), 298-313.
Васић 2010: Милица Васић, Шта је то интернет ? Технолошке основе интернета-основа за антрополошка проучавања. Етнолошко – антополошке свеске 16(5): 79-93.
Вучковић 2021: Јелена Вучковић, Дигитални медији и медијско законодавство Републике Србије. Зборник радова Правног факултета у Нишу (92), 195-217.
Gonzalez-Herrero 2010: Gonzalez-Herrero A. and Smith, S., Crisis Communication Management 2.0: Organizational Principles to Manage Crisis in an Online World ,Organizational Development Journal, 28(1), 97 - 105.
Digital Initiative 2016: My Starbucks Idea: Crowdsourcing for Customer Satisfaction and Innovation. Преузето са: https://digital.hbs.edu/platform-digit/submission/my-starbucks- idea-crowdsourcing-for-customer-satisfaction-and-innovation/, приступљено 17.08.2023.
Илић 2014: ИлићД., Марковић, Б., Значај употребе интернет друштвених мрежа у процесу достизања одрживе конкурентне предности.” СИНТЕЗА 2014- The use of the internet and development perspectives- Зборник радова: 82-87.
Jauregui 2012: Jauregui A.,Burger King Employee Posts Photo Of Himself Stepping In Lettuce, Gets Busted By 4chan Users. Доступно на: https://www.huffpost.com/entry/burger-king- employee-steps-in-lettuce-busted-4chan_n_1679793, приступљено 17.08.2023.
Jin 2010: Jin Y., Liu, B.F.,The Blog-Mediated Crisis Communication Model: Recommendations for Responding To Influential External Blogs. Journal of Public Relations Research, 22(4), 429-455.
Kelleher 2009: Kelleher T., Conversational voice, communicated commitment, and public relations outcomes in interactive online communication. Journal of communication, 59(1), 172- 188.
Kerkhof 2011: Kerkhof, P., Schultz, F., & Utz., S., How to choose the right weapon. Social media represent both a catalyst for and weapon against brand crises. Communication Director, 76-79.
Kreutzer 2010: Kreutzer, R.T. & Hinz, J., Möglichkeiten und Grenzen von Social Media Marketing. Working Papers of the Institute of Management Berlin at the Berlin School of Economics and Law, Paper No. 58. ISSN 1869- 8115.
Kim 2013: Kim, E.,The Role of Social Media in Crisis Communication - A Case Study of Starbucks, master thesis. Texas State University-San Marcos.
Liu 2015: Liu B.F., Fraustino J.D., Jin Y., How disaster information form, source, type, and prior disaster exposure affect public outcomes: Jumping on the social media bandwagon? Journal of Applied Communication Research, 43(1):44–65.
Liu 2011: Liu B. F., Austin, L., & Jin, Y., How publics respond to crisis communication strategies: The interplay of information form and source. Public relations review, 37(4), 345-353.
Љепава 2011: Љепава, Н., и Селаковић, М., Non-governmental organizations and online social networking: serbian parents network case study. Преузетно са: http://www.roditelj.org/wp- content/uploads/2011/04/Drustvene-mreze-u-radu-NVO-Symorg-Ljepava- Selakovic.pdf., приступљено 03.09.2023.
Michelli 2007: Michelli, J.A., The Starbucks Experience: 5 Principles for Turning Ordinary into Extraordinary, New York, NY: McGraw-Hill.
Пајић 2010: Пајић, Б., Друштвени медији као маркетиншки алат. Нови Сад: Елит медика. Радуловић, М., Моторс, Д., Орлић, С. Употреба друштвених мрежа као алата у ЦРМ активностима. Доступно на http://www.infotech.org.rs/blog/wp-content/uploads/61.pdf.
Ранђеловић 2013: Ранђеловић, Н., Живановић, П.,Статус спорта у свакодневници коришћења друштвених мрежа студената спорта и физичког васпитања. Теме-Часопис за друштвене науке (02): 901-923.
Salesforces. (n.d.). Extracting More Value from Social Media with Social Media Management Technology. Доступно на : https://www.salesforce.com/hub/marketing/social-media- management/?mc=marketingcloud.com/blog/shining-examples-of-excellent-social- media-crisis-management, приступљено 17.08.2023.
Socialbakers 2021: Starbucks Facebook Statistics. Преузето са: https://www.socialbakers.com/statistics/facebook/pages/detail/22092443056, приступљено 30.08.2023.
Schroeder 2013: Schroeder, A., Pennington-Gray, L., Donohoe, H., Kiousis, S., Using Social Media in Times of Crisis. Journal of Travel & Tourism Marketing, 30(1-2), 126-143.
Schroeder 2014: Schroeder, A., Pennington-Gray, L., The Role of Social Media in International Tourist’s Decision Making. Journal of Travel Research, 1-12.Chan-Olmsted,
Shute 2012: Shute N., Is That A Crushed Bug In Your Frothy Starbucks Drink? Преузетно са: https://www.npr.org/sections/thesalt/2012/03/30/149700341/food-coloring-made-from- insects-irks-some-starbucks-patrons, приступљено 01.09.2023.
Sweetser 2007: Sweetser, K. D., Metzgar, E. , Communicating during crisis: Use of blogs as a relationship management tool. Public Relations Review, 33(3), 340–342.
TDIV 2012: Starbucks bugged by consumers, company will review use of cochineal extract. Преузето са : http://www.thisdishisvegetarian.com/2012/03/starbucks-bugged-by- consumers-company.html, приступљено 01.09.2023.
Heide 2010: Heide, M., & Falkheimer, J., Crisis communicators in change: From plans to improvisations. In W. T. Coombs, & S. J. Holladay (Eds.), The handbook of crisis communication (pp. 511-526). Wiley-Blackwell.
Fearn-Banks 2016: Fearn-Banks, K., Crisis communications: A casebook approach. London: Routledge.
Fraustino 2012: Fraustino, J.D., Liu, B. and Jin, Y., Social Media Use During Disasters: A Review of the Knowledge Base and Gaps, final report to Human Factors/ Behavioral Sciences Division, Science and Technology Directorate, U.S. Department of Homeland Security, START, 2012, College Park, MD.
Hale 2005: Hale, Joanne E., Ronald E. Dulek, & David P. Hale. (2005). Crisis response communication challenges: Building theory from qualitative data. The Journal of Business Communication 42(2): 112-134.
Coombs 2010: Coombs, W. T., Parameters for crisis communication. In W. T. Coombs, & S. J. Holladay (Eds.). The handbook of crisis communication. (pp. 17-53). Chichester: Wiley-Blackwell.
Craft 2021 : Starbucks. Преузето са : https://craft.co/starbucks, приступљено 30.08.2023.
Cho 2013: Cho, S. E., Park, H. W., Social Media Use during Japan’s 2011 Earthquake: How Twitter Transforms the Locus of Crisis Communication. Media International Australia Incorporating Culture & Policy, 149, 28.
Xiang 2010: Xiang, Z., Gretzel, U., Role of Social Media in Online Travel Information Search. Tourism Management, 31, 179-188.
Walaski 2013: Walaski, P., Social Media. Professional Safety, 58(4), 40-49.
Wendling 2013: Wendling, C., J. Radisch, S. Jacobzone,The Use of Social Media in Risk and Crisis Communication, OECD Working Papers On Public Governance, No. 25, OECD Publishing.
Wright 2008: Wright, D. K., Hinson, M.D. , How Blogs and Social Media are Changing Public Relations and the Way it is Practiced. Public Relations Journal, 2(2), 1-21.
White 2011: White, B., King, I., Sang, P., Social Media Tools and Platforms in Learning Environments. Springer Science & Business Media.
White 2012: White, C. ., Social Media, Crisis Communication, and Emergency Management: Leveraging Web 2.0 Technologies. Boca Raton, FL: CRC Press.
Yang 2009: Yang, S.-U., Lim, J. S. The effects of blog-mediated public relations (BMPR) on relational trust. Journal of Public Relations Research, 21(3), 341–359.