SOCIAL NETWORKS AS A CHANNEL OF COMMUNICATION IN CRISIS SITUATIONS
Keywords:
communication in crisis situations, social network, public relations
Abstract
The key task of crisis management is to prevent or mitigate the negative consequences of a crisis, whether it concerts organizations or other entities. In crisis management, the most important element is communication.The goal of communication in a crisis situation is to provide information to interested parties, an to protect and maintain the image and reputation of the organization. Given thet the importance of communication for effective crisis management has long been recognized both theory and I practice. The subject of this paper is to evaluate and analyze the effectiveness of social media as a channel of communication in crisis situations.
References
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Valentini 2011: Valentini C., Romenti, S., Blogging about Crises. Journal of Communication Management, 15(4), 298-313.
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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.
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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.
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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.
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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.
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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.