BUSINESS INFORM JOURNAL.

УКР

ENG

Search:

REGISTRATION CERTIFICATE

KV #19905-9705 PR dated 02.04.2013.

FOUNDERS

RESEARCH CENTRE FOR INDUSTRIAL DEVELOPMENT PROBLEMS of NAS (KHARKIV, UKRAINE)

According to the decision No. 802 of the National Council of Television and Radio Broadcasting of Ukraine dated 14.03.2024, is registered as a subject in the field of print media.
ID R30-03156

PUBLISHER

Liburkina L. M.

SITE SECTIONS

The Role of Social Media in Crisis Communication in the Modern Business Context
Zhaldak H. P., Kozii U. M.

Zhaldak, Hanna P., and Kozii, Uliana M. (2024) “The Role of Social Media in Crisis Communication in the Modern Business Context.” Business Inform 11:417–424.
https://doi.org/10.32983/2222-4459-2024-11-417-424

Section: Management and Marketing

Article is written in English
Downloads/views: 22

Download article (pdf) -

UDC 658.8

Abstract:
The article is aimed at a detailed study of the features of the use of social media as an effective tool for crisis communication and an analysis of their impact on the formation and preservation of the reputation of organizations in modern conditions. Social media is becoming an integral part of the communication process, especially during crisis situations, when the speed of response, transparency and honesty in the provision of information are viewed as critical. Analyzing modern scientific works and real practical cases, the authors considered in detail the main communication strategies used during crises. In particular, emphasis is placed on the importance of timely informing the public, ensuring transparency of actions and using an honest approach in the presentation of information. In addition, the article emphasizes the importance of a two-way dialogue between the organization and the audience. This approach allows you to take into account feedback, use social media as a platform for open discussion of current problems and get answers to key questions. The study also considers the role of empathy in crisis communication. It is emphasized that demonstrating understanding and empathy allows organizations to create a more trusting relationship with the audience, as well as strengthen a positive image even in the most difficult conditions. Special attention is paid to the issue of creating a single source of truthful information. This helps to avoid confusion in messages and ensures consistency in the communication process. The results of the study made it possible to identify the key factors that contribute to successful crisis management using social media. The article also identified the main advantages of using this tool for business, including its operational efficiency, wide audience coverage, and the ability to respond instantly. Along with this, the authors analyze potential risks, such as spreading false information and losing control over the discussion, which can negatively affect the company’s reputation. Based on the carried out analysis, recommendations for Ukrainian companies on the effective use of social media in crisis communications are proposed. Among the key tips are: prompt response to crisis situations, transparency in the provision of information, active interaction with the audience and the formation of trusting relationships with the public. Thus, the article contributes to the development of modern theory and practice of crisis management, offering effective tools for managing the reputation of organizations in difficult conditions.

Keywords: crisis management, crisis communications, social media, crisis strategies.

Fig.: 4. Tabl.: 1. Bibl.: 21.

Zhaldak Hanna P. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Enterprise Management, National Technical University of Ukraine «Igor Sikorsky Kyiv Polytechnic Institute» (37 Beresteiskyi Ave., Kyiv, 03056, Ukraine)
Email: [email protected]
Kozii Uliana M. – Student, National Technical University of Ukraine «Igor Sikorsky Kyiv Polytechnic Institute» (37 Beresteiskyi Ave., Kyiv, 03056, Ukraine)
Email: [email protected]

List of references in article

Fisenko, T. “Social Media in Crisis Communications“. Scientific Collection «InterConf» : Theory and Practice of Science: Key Aspects, vol. 67 (2021): 58-75. DOI: https://doi.org/10.51582/interconf.19-20.07.2021.007
Maranchak, M. M. “Antykryzovi komunikatsii dlia zberezhennia reputatsii kompanii pid chas karantynu“ [Anti-crisis Communications: Terms of Preserving the Company's Reputation during Quarantine]. Bibliotekoznavstvo. Dokumentoznavstvo. Informolohiia, no. 2 (2021): 103-109. DOI: https://doi.org/10.32461/2409-9805.2.2021.238789
Baranetska, A. D. “Informatsiino-komunikatsiinyi menedzhment: kryzovi praktyky“ [Information and Communication Management: Crisis Practices]. Vcheni zapysky TNU imeni V. I. Vernadskoho. Seriia «Filolohiia. Zhurnalistyka», part 3, vol. 32, no. 6 (2021): 112-119. DOI: https://doi.org/10.32838/2710-4656/2021.6-3/20
Coombs, T. Ongoing Crisis Communication: Planning, Managing, and Responding. SAGE Publications, 2014.
Jin, Y., and Austin, L. Social Media and Crisis Communication. New York: Routledge, 2022.
“Social Media in Crisis Communications: Report 2020“. RTI International. https://www.rti.org/publication/social-media-crisis-communications-report-2020/fulltext.pdf
Wilson, F. “Social Media Crisis Communication: Trends in 2024“. WorldWide Digest. August 07, 2024. https://worldwidedigest.com/social-media-crisis-communication-trends-in-2024/
Clark-Ginsberg, A. et al. “A Different Kind of Disaster Response: Using Social Media Best Practices to Stem the Tide of Misinformation“. RAND Corporation. October 11, 2024. https://www.rand.org/pubs/commentary/2024/10/a-different-kind-of-disaster-response-using-social.html
Coombs, T. “Parameters for Crisis Communication“. The Handbook of Crisis Communication. Wiley-Blackwell, 2010. http://surl.li/ovtjhl
Fearn-Banks, K. Crisis Communications: A Casebook Approach. Routledge, 2016.
Cannaerts, N. “Crisis Communication in Public Emergencies: Multistakeholders' Perspectives“. International Journal of Emergency Services, vol. 10, no. 1 (2020): 112-130. DOI: https://doi.org/10.1108/IJES-07-2019-0038
Liu, B. F., Austin, L. L., and Jin, Y. “How publics respond to crisis communication strategies: The interplay of information form and source“. Public Relations Review, vol. 37, no. 4 (2011): 345-353. DOI: https://doi.org/10.1016/j.pubrev.2011.08.004
“How Public Relations helped Airbnb recover from the Covid crisis“. PRLab. November 11, 2022. https://prlab.co/blog/airbnb-public-relations-strategy-against-covid/
Thompson, J. “6 Effective Strategies for Communication in a Crisis“. business.com. November 06, 2024. https://www.business.com/articles/effective-crisis-communication-strategies/
McGoldrick, J. “Importance Of Effective Communication In An Organization 2024“. Nexford University. August 28, 2024. http://surl.li/vzmzeu
Pocheptsov, H. H. Teoriia komunikatsii [Theory of Communication]. Kyiv: VTs «Kyivskyi universytet», 1999.
Berelson, B. Content Analysis in Communication Research. Glencoe: Free Press, 1952.
Petruk, N. K. “Orhanizatsiia yak suspilnyi fenomen: zasady sotsialno-filosofskoho analizu“ [Organization as a Social Phenomenon: Principles of Socio-philosophical Analysis]. Multyversum. Filosofskyi almanakh, no. 43 (2004): 102-114.
Reva, V. Ye. Kommunikatsionnyy menedzhment [Communication Management]. Penza, 2003.
Tsurul, O. A. Menedzhment u derzhavnykh orhanizatsiiakh [Management in Public Organizations]. Kyiv: KNEU, 2002.
Onatskyi, Ye. “Kryza“ [Crisis]. In Ukrainska mala entsyklopediia, vol. 3. 762-763. 1960.

FOR AUTHORS

License Contract

Conditions of Publication

Article Requirements

Regulations on Peer-Reviewing

Publication Contract

Current Issue

Frequently asked questions

INFORMATION

The Plan of Scientific Conferences

OUR PARTNERS

Journal «The Problems of Economy»

The site and its metadata are licensed under CC BY-SA.

Write to webmaster