Harnessing the power of social media: Understanding the use of social media for crisis communication

Abstract

Organizations have been facing crises for years. However, the nature of crisis is changing with the onset of social media. Therefore, organizations need to understand, adapt to, and monitor social media sites to better prepare for crises. Additionally, social media can be used to respond to crises. By harnessing the power of social media, organizations can develop a more comprehensive and effective crisis communication plan. This thesis focuses on two case studies to illustrate the dangers and benefits of social media. The first case focuses on an uproar within a specific community on Twitter in response to a Motrin advertisement. The second case examines Nestle's poor use of Facebook. Both cases illustrate the need for organizations to understand how social media can affect an organization by focusing on stakeholder perceptions. Through these two cases, recommendations are provided for the future use of social media within organizations.

Date of Award	2010
Original language	American English
Awarding Institution	Eastern Illinois University
Supervisor	Matthew J. Gill (Supervisor)