• Benedikta Alexandersdóttir
Master Uddannelsen, Master Uddannelsen
This study aimed to contribute to the body of knowledge surrounding social media impact on crisis communication by undertaking an analysis of the crisis communications issued by United Airlines in a social media environment. Findings for this study outline the importance of using social media in a crisis to communicate with stakeholders. Further, it outlines the successes and failures of using the situational crisis communication theory to investigate and analyze crisis communication on social media. The days when organizations facing a crisis had time to strategize their appropriate responses are over. Social media platforms are leading organizations towards a more open and transparent dialogue with its stakeholders who require organizations to respond to statements and questions almost instantly. Thus, this study suggests that traditional communication theories must be developed and adapted in a social media environment. United Airlines failed to show empathy and accept responsibility for the passenger removal crisis in their first statements. With its back against the wall, United did not adequately respond for the incident until company stock price had begun to crash which severely undermined their message. As the airline never recovered from its instant responses, stakeholders and media branded the company as a villain.
Udgivelsesdato31 okt. 2017
Antal sider62