Crisis management via social media

• Autorzy: Chwiałkowska A.
• Języki publikacji: EN

Abstrakty

EN

Increasing popularity of social media gives businesses a wide spectrum of possibilities to enter into díalos and interaction with consumers, to better understand their needs, to build durable relations with clients and to maintain brand communities. Thanks to social media, content may be transmitted with an unprecedented speed in the so-called viral manner. The consumer has been undergoing change too, expecting now instant answers to all his questions and doubts and more often than ever expressing complaints about a company in the media sphere of the internet. All these factors combine to cause organizations to face new challenges, the overcoming of which requires an appropriate preparation. The goal of this paper is to present some examples of organizations dealing with crises with the use of social media. Additionally, the paper describes some organizations which failed to tap into the potentialities offered by social networking services and ignored the power of virtual communities. This approach will allow formulating a code of good practices regarding crisis management through social networks so that organizations could be adequately prepared to respond to crisis in a way that not only helps them to avoid failure but will actually strengthen their image.

Słowa kluczowe

EN

crisis management; social media; Adwatch report

• Wydawca: Wydawnictwa Naukowe Instytutu Lotnictwa
• Czasopismo: Prace Instytutu Lotnictwa
• Rocznik: 2012
• Tom: Nr 6 (227)
• Strony: 123--135
• Opis fizyczny: Bibliogr. 20 poz., rys.

Twórcy

autor

Chwiałkowska A.

• Nicolaus Copernicus University in Toruń, Department of Economics and Management, Poland

Bibliografia

• 1. Baer J., Nashid A., The Now Revolution. 7 shifts to make your business faster, smarter and more social, Wiley 2011.
• 2. Coombs T. W., Ongoing crisis communication - planning, managing and responding, Sage Publications, London 2007.
• 3. Li C, Bernoff J., Marketing technologu społecznych. Groundswell czyli jak wykorzystać Web 2.0 w twojej firmie, MT Business Ltd, 2008.
• 4. Mac A., E-przyjaciele. Zobacz co media społecznościowe mogą zrobić dla Twojej Firmy, One Press, Gliwice 2011.
• 5. Meerman D., Marketing i PR w czasie rzeczywistym, Jak błyskawicznie dotrzeć do rynku i nawiązać kontakt z klientem. Oficyna a Wolters Kluwer business, Warszawa 2011.
• 6. Niżnik W., SawickiT., Krzosek M., Kryzysy w social media, raport opublikowanego w ramach projektu AdWatch.pl realizowanego przy współpracy IRCenter Sp. zo.o. i Solnteractive SA, 2011.
• 7. Smith D., Beyond contingency planning: towards a model of crisis management, Organization Environment, Sage Publishing, 1990.
• Websites
• - Profil Frisco na Facebooku: https://www.facebook.com/pages/FRISCOPL/141767962518913, Fanpage Allegro na Facebooku: https://www.facebook.com/allegro,
• - Fanpage Allegro na Facebooku: https://www.facebook.com/allegro
• - Korporacyjny Profil BP na facebooku: https://www.facebook.com/BPAmerica?sk=wall,
• - Dział PR firmy BP na Twitterze: https://twitter.com/BPGlobalPR,
• - Grupa na Facebooku utworzona w ramach sprzeciwu wobec poczynań firmy Adidas: https://www.facebook.com/pages/adisucks/134728066598497,
• - Korporacyjna strona Orange na Facebooku: https://www.facebook.com/orangepolska,
• - Film bedącyczęściąkampanii Motrin: http://www.youtube.com/watch?v=X06SlTUBA38(11.09.2012),
• - Konto Comcast na Twitterze: https://twitter.com/comcastcares,
• - Film, który pojawił się na ten temat na YouTube: http://www.youtube.com/watch?v=su0U37w2tws (10.09.2012),
• - New York Times, http://www.nytimes.eom/2004/09/l 7/nyregion/l7lock.html?_r=1 (19.09.2012), Longley S., Columbia Spectator, http://www.columbiaspectator.com/2004/10/18/felled-bic-pens-and-law-suits-kryptonite-isnt-so-mighty-after-all (30.09.2012),
• - Longley S., Columbia Spectator, http://www.columbiaspectator.com/2004/10/18/felled-bic-pens-and-law-suits-kryptonite-isnt-so-mighty-after-all (30.09.2012),
• - Video obrazujące śpiącego pracownika Comcast, http://www.youtube.com/watch?v=CvVp7b5gzqU, (20.09.2012),
• - Wypowiedź Patricka Doyle: http://www.youtube.com/watch?v=WXZUXn8RJeA, (16.09.2012).