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在社交媒体时代,受众可以利用推特和脸书直接和企业对话,在此背景下,企业危机管理的游戏规则已经发生了变化,公众对企业公关危机处理方式的预期是,希望所有企业能够在第一时间快速反应、公开交流、并表现诚意。我们经常会看到一些企业利用社交媒体处理公关危机的案例,有些企业处理得非常漂亮,另一些则处理得很糟糕。下面三家公司和组织在危机发生时应对自如,看他们是如何通过深度运用社交媒体成功应对品牌危机,并赢得公众的重新信任。
In the era of social media, audiences can use Twitter and Facebook to communicate directly with enterprises. In this context, the rules of corporate crisis management have changed. The public’s expectation of corporate PR crisis management is that all enterprises are expected to The first time quick response, open communication, and show sincerity. We often see some companies using social media to deal with public relations crisis cases, some companies deal with very beautiful, while others are very badly handled. The following three companies and organizations need to be comfortable in times of crisis and see how they successfully tackle the brand crisis by using social media in depth and gaining public re-trust.