Die Rolle von Social Media im Krisenmanagement: Eine Analyse von Unternehmensreaktionen auf negative Ereignisse

Abstract

1. motivation and problem definition Crisis management is an essential part of today's economy, as the number of crises is constantly increasing and gaining in importance due to modern technologies. However, the decisive factor is not whether there are more crises, but how well an organization can deal with them. Crises often arise due to inadequate planning or incorrect assessments and require quick solutions. Good crisis management involves not only solving such problems, but also effective and transparent communication, both internally and externally. In times of crisis, it is therefore important to optimize and closely monitor communication. Social networks are playing an increasingly important role in this. This bachelor thesis examines which strategies can be used on various platforms to deal effectively with crises and ensure open crisis communication. It also examines how these measures can affect a company's reputation. The aim is to find ways to help companies better manage crises in today's digital world. 2. content structure and methodology The bachelor thesis is divided into several chapters that provide a comprehensive overview of crisis management and the use of social media. The first chapter deals with the basics of crisis management, including the definition of crises, the various phases, and the significance for companies. The second section is dedicated to the basics of social media in crisis management. It defines social media, introduces relevant platforms, and explains the advantages and disadvantages of social media during a crisis and the importance of real-time communication. The third chapter deals with effective crisis communication on social media. Strategies for crisis management are presented, tips on message design and response times are given and the importance of monitoring tools is emphasized. In addition, a selection of suitable platforms for crisis communication is made and the use of automation and personalization is discussed. The fourth chapter analyzes crisis response examples and looks at various factors. The effects on reputation and credibility are also presented. The methodology specifically includes analyzing company reactions to negative events and conducting expert interviews, the evaluation of which leads to the creation of categories. 3. results of thesis The results of the thesis emphasize the great importance of effective crisis management and open crisis communication. In particular, the analysis of company reactions and the evaluation of the expert interviews show that organizations must communicate quickly and transparently. Companies must act in such a way that crises do not occur in the first place. Various monitoring tools can be useful here in order to monitor all activities in social networks and recognize approaching crises at an early stage. This enables companies to initiate important measures in good time. It is also essential to always pay attention to the needs and concerns of the target group and to take responsibility. Effective crisis management is essential for the long-term success of a company and should therefore be an integral part of every organization.

Date of Award	2024
Original language	German (Austria)
Supervisor	Kathrin Lager (Supervisor)