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The use of social media in post crisis communication

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					The use of in post-crisis communication

social media

2009

Social media online

Google trends, 2009

Social media
As

networks become densely
new communities
creation,

populated and arise and thrive, we're experiencing a fundamental shift in content

Youtube,, and consumption, thus
creating an Active and Participatory Media society that is inspiring and

2005

a

more literate and enlightened generation. Companies are advised to supplement research while

tracking

direct social

media trends e.g. (twitter,-

micro-blogging

search.twitter.com), blogging

(search engine,applications, tools available.

twingly.com) and other

Solis, B., 2009

Serious?
Consumers spend more (IDC research results), bloggers get licenses to of

Wiki
75,000 - active contributors

Youtube

media

Facebook
~ 1 mln. – users logging at least once each day 100 – number of friends the average user has

whereas, social networks

report their (Facebook statistics)online also not to mention the the

amount of reach linked
to the

blogs soon will reach the amount of

NetRatings, 2009). This of reach by today10 mln. (Nielse, 2009). This

Youtube
112,486,327 – views on the most viewed video (Jan, 2009) 13 hours – videos uploaded every minute

proposes, consumers participate and

site worldwide. are allowed to collect
Stakeholder . distinction between crisis and post-crisis accordingly It is have a potential to become an

past 30 days

interactivity in
affect organization (see part .4.) by e.g.

post-crisis, since it can

Twitter
~ 2,1 bln. – Tweets til yesterday (10 a.m.) ~ 3 mln. – number of Tweets/day (March 2008)

10 mln

streams on youtube daily
negative

Trends (1)
banks operating in Lithuania market. RD-Consumers spend more time online content analysis to measure the incidence of IR
the websites of

disclosureresearch results), bloggers get licenses to (IDC RQ-Whether/how IR is incorporated in the websites of operate. The popularity of increasing banks operating in Lithuanian market. PurposeInvestigate the utilization of the Internet by bank importance of institutions in Lithuania for investor related information publication and/or communication. RD- content analysis whereas, social networks report their RQ-Whether/

Facebook

200

RD-

content analysis to measure the incidence of IR disclosure on the web. (Facebook statistics)online Empirical research is conducted combining theories of stakeholder management, web communication and investor relations. Focus on banks

mln. user

also Lithuanian market listed on operating in not to mention the Baltic Stock

videoExchange

(NASDAQ OMX Vilnius) NetRatings, 2009). This number of reach by
banks, which represent 83% of a total set.

streams soon will reach the amount of . IR on
(Ryan & Jacobs, 2005) Sample contains top 5

today web the 10 mln. (Nielse operating in Lithuanian market. NetRatings, 2009). This proposes, of IR disclosure
RQ-Whether/how IR is incorporated in the and consumers participate websites of banks operating in Lithuanian market. Purpose- Investigate the utilization of the Internet by of IR disclosure <..> rated in the websites of banks operating in Lithuanian market. worldwide. “Bloggers are Purpose- Investigate the utilization of the Internet by bank institutions in Lithuania for investor related information publication and/or communication.

share

information

allowed to collect information in Parliament”,

RD- content analysis. The previous studies regarding investor relations (IR) on the web present a

Ryan & Jacobs

Stakeholder . distinction between crisis and post-crisis accordingly It is have a potential to become an

Microbloging

important in
negative

post-crisis, since it can affect

organization (see part 2.3. and 2.4.) by e.g.

posing

News.cnet.com, 2009

Trends (2)
banks operating in Lithuania market. RD-Consumers spend more time online content analysis to measure the incidence of IR
the websites of

disclosureresearch results), bloggers get licenses to (IDC RQ-Whether/how IR is incorporated in the websites of operate. The popularity of increasing banks operating in Lithuanian market. PurposeInvestigate the utilization of the Internet by bank importance of institutions in Lithuania for investor related information publication and/or communication. RD- content analysis whereas, social networks report their RQ-Whether/

Facebook

200

RD-

content analysis to measure the incidence of IR disclosure on the web. (Facebook statistics)online Empirical research is conducted combining theories of stakeholder management, web communication and investor relations. Focus on banks

mln. user

also Lithuanian market listed on operating in not to mention the Baltic Stock

videoExchange

(NASDAQ OMX Vilnius) NetRatings, 2009). This number of reach by
banks, which represent 83% of a total set.

streams soon will reach the amount of . IR on
(Ryan & Jacobs, 2005) Sample contains top 5

today web the 10 mln. (Nielse operating in Lithuanian market. NetRatings, 2009). This proposes, of IR disclosure
RQ-Whether/how IR is incorporated in the and consumers participate websites of banks operating in Lithuanian market. Purpose- Investigate the utilization of the Internet by of IR disclosure <..> rated in the websites of banks operating in Lithuanian market. worldwide. “Bloggers are Purpose- Investigate the utilization of the Internet by bank institutions in Lithuania for investor related information publication and/or communication.

share

information

allowed to collect information in Parliament”,

RD- content analysis. The previous studies regarding investor relations (IR) on the web present a

Ryan & Jacobs

Stakeholder . distinction between crisis and post-crisis accordingly It is have a potential to become an

Microbloging

important in
negative

post-crisis, since it can affect

organization (see part 2.3. and 2.4.) by e.g.

posing

Arrington M., June 4, 2009

Trends (3)
Year 2006 Year 2008

Trends (4)
Consumers spend more (IDC research results), bloggers get licenses to of

Youtube

Technorati Attention Index

media

whereas, social networks

report their (Facebook statistics)online also not to mention the the

amount of reach linked
to the

blogs soon will reach the amount of

NetRatings, 2009). This of reach by today10 mln. (Nielse, 2009). This

proposes, consumers participate and

site worldwide. are allowed to collect
Stakeholder . distinction between crisis and post-crisis accordingly It is have a potential to become an

past 30 days

interactivity in
affect organization (see part .4.) by e.g.

post-crisis, since it can

10 mln

streams on youtube daily
negative

Technorati, 2009, May 14th

Post-crises
Stakeholder approach. between

distinction social media
post-crisis, since it can

crisis and post-crisis

Use social media to:
- Find most influential stakeholders.
- Communicate with masses & target groups; - Estimate the harm; - Monitor process of recovery; - Predict other crises; - Form relationships with powerful stakeholders.
SM communication should be ongoing and based on transparency. GOAL = favourable image, flourishing reputation.

accordingly It is argued, have a potential to become an important

stakeholder in

affect organization (see part 2.3. and 2.4.) by e.g.

posing

negative or positive info regarding
company or its products. ompanies failing to monitor &

monitor social media
content and face the the image of a company.

(both

technological development), may

evolvement of postcrises or at least confront an ongoing damage for

Ongoing damage for the image
refers to situations when consumers find negative content on social media, including cases when such information is also submitted on top positions (easy to find) by popular search engines (e.g. Google).

Post-crises
banks operating in Lithuania market. RD-Stakeholder approach. distinction content analysis to measure the incidence of IR
the websites of

disclosure between RQ-Whether/how IR is incorporated in the websites of banks operating in Lithuanian market. Purposeaccordingly It is argued, Investigate the utilization of the Internet by bank have potential for investor an important institutionsain Lithuania to become related information publication and/or communication. RD- content in post-crisis, since it can analysis RQ-Whether/

crisis & post-crisis

Blog monitor:
- blogsearch.google.com (alerts via RSS or email), Technorati, blogpulse & others.

social media

stakeholder
negative
and

affect organization (see part 2.4.) by e.g. RD- content analysis to measure the 2.3. and of IR disclosureposing incidence on the web.
Empirical research is conducted combining theories of stakeholder management, web communicationpositive relations. Focus on banks or and investor operating in Lithuanian market or its products. ompanies failing to monit regarding company listed on Baltic Stock

prepare

Micro-blog monitor:
- search.twitter.com, tingyurl.

Exchange

(NASDAQ OMX Vilnius)
content and

technological the web
banks, which represent 83% of a total set.

. IR on crisis tracking
development), may (Ryan & Jacobs, 2005) Sample contains top 5

face the operating in Lithuanian market. of IR disclosure at least confront an ongoing damage for or
RQ-Whether/how IR is incorporated in the websites of banks operating in Lithuanian imagePurpose- Investigate the utilization of the Internet by of IR the market. of a company. disclosure <..> rated in the websites of banks operating in Lithuanian market. Purpose- Investigate the utilization of the Internet by bank institutions in for the image Lithuania for investor related information publication and/or communication.

evolvement of postcrises

Social networks & communities:
-Ning, Facebook, Google and Yahoo Groups, Uservoice, Getsatisfaction.

Ongoing damage
Ryan & Jacobs

refers to situations when consumers find negative RD- content analysis. The previous studies social media, relations (IR) on the web present a content on regarding investor including cases when such information is also submitted on top positions (easy to find) by popular search engines (e.g. Google).

----------Proprietary tools:
BuzzGain, Radian6, BuzzLogic, BrandsEye.

Thank You!
attention operating in social media market.
the websites of

RD- content analysis to measure the incidence of IR disclosure RQ-Whether/how IR is engage with bloggers in the websites of information RQ-Whether/

aciu in Lithuania for investor related
dichotomous procedure

Kristina Sedereviciute
MA Corporate communication Århus School of Business Århus University
June the 16th, 2009

RD- content analysis to

the web. Empirical research is conducted combining theories of stakeholder management, web communication and investor relations. Focus on banks

operating

post-crisis

i n Lithuanian market listed on

Baltic Stock Exchange (NASDAQ OMX Vilnius).(Ryan & Jacobs, 2005) Sample contains top 5 banks, which represent 83% of a total set.

operating in podcasts, webcasts. of IR disclosure
RQ-Whether/how IR is incorporated in the websites of banks operating in Lithuanian market. Purpose-

prospects,

rankings,

Investigate the utilization of the Internet by of IR disclosure <..> rated in the websites of banks operating in Lithuanian market. Purpose- Investigate the utilization of the Internet by bank institutions in

communiation networks
present.

Lithuania for investor related

information publication and/or communicatio.

social

The previous investor relations (IR) on the web


				
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posted:6/25/2009
language:English
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Description: A presentation on my project regarding social media usage during post-crisis communication. Presentation concentrates more on new tendencies regarding social media and integrates only little peace of advice of how to use social media during post-crisis phase.