Corporates turn to social media in crisis

March 30, 2010 at 9:57 pm (online media, Public Relations) (, , , )

It seems like an increasing number of corporations start to change their attitudes towards social media. Although, it is still seen by many PR chiefs as a source of threat. The are obvious dangers that social media pose to corporate reputation. News travels fast and it is virtually impossible to control information once its out there.
Probably this led corporations to use social media effectively to their own benefit.
On the other hand as Neil Bayley from Porter Novelly suggested this is trend that still needs to develop. The main problem is testing the use of social media in a crisis situation. The ability to respond the right way is an ability that corporation are yet to acquire.

The research done by Dynamic Markets suggest that bloggers are seen as a greater threat than the traditional media.
The agencies that participated in this research claimed that clients had reputation crisis problems that included social media. Almost half of them complained about journalists going to the wrong people. Through social media various sources with various levels of credibility are accessible.  It is easy to see why this is a problem, especially in a crisis situation.

It is necessary foe corporation to ultimately integrate social media in their PR practices. Social media just gets bigger and stronger, as things seem right now.  Companies big or small need to keep up with the digital sphere. They also need to do so with people who are trained and/or experienced in social media. These people are essential to responding well because of their strategic understanding of social media. The other valuable thing to take away from this, is preparation for crisis. Having flexible but tried and tested plans are the best assets a corporations can have in such an uncertain environment.

For more info go to:

Corporates increasingly turn to social media to mend damaged reputations

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1 Comment

  1. Ralu said,

    Personally I do not see bloggers as a threat. I do however think PR pros should learn how to approach bloggers. Treating them just like they treat journalists has negative effects. Crisis may even emerge because of bad communication with bloggers (proven fact). You are right – information travels fast and control is lost. But we should try to turn this into an advantage of social media and facilitate the spread at light speed of “good news”. I strongly agree that the expertise of social media pros is extremely important and this is because they “rule” the online world while PR pros have been dealing more with offline PR scenery.

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