Handling Crisis Communication On Social Media - What We Can Learn From The Germanwings Case

How to handle crisis communication on social media? See what we can learn from the Germanwings case and how to effectively use social media for crisis communication. 

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The era of social training

It is widely known that sports are the most popular hobbies people cultivate around the world, jogging, golfing, cycling, swimming, surfing, triathlon and hundreds of other sports are practiced by ordinary people whose profiles vary as much as the modalities practiced. This leads to electronic gadgets, social media and the Web 2.0 that are transforming the landscape of the “weekend enthusiast” by empowering and connecting people from all around the world. 

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Online word-of-mouth and its key characteristics to manage it effectively

Online or electronic word-of-mouth (eWOM) has been defined as “any positive or negative statement made by potential, actual, or former customers about a product or company, which is made available to a multitude of people and institutions via the Internet” (Hennig-Thurau, Gwinner, Walsh & Gremler, 2004, p. 39). Moreover, eWOM also includes opinions and share of information not only about products but also about services and brands (Jalilvand, Esfahani, & Samiei, 2011). In this post I will address the question: what are key characteristics of eWOM that companies need to know in order to manage it effectively?

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Social Media Monitoring – 3 reasons why companies should do it Part 2

In the first part I provided three reasons why companies can benefit from Social Media Monitoring. In this part I will present well executed best practices that reinforce these reasons.

Best Practice 1: Old Spice listens to its audience and gets personal

In 2010 P&G’s brand Old Spice launched a campaign, which is a great example of how Social Media Monitoring can serve as a basis for interaction with the customer. It started with a spot called “the man your man could smell like”, which aired a few days before the big Super Bowl game on Youtube and Facebook. It was 30 seconds long and showed an attractive man who talked about how everything is possible with old spice body wash. The spot became a viral hit, capturing 76% of all online conversations about male body wash brands, and reached 10 million views on YouTube in a few months (Effie Awards, 2011).

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Users’ 5 Needs When Seeking eWOM in Online Travel Communities Part 1

Times are gone when travel experiences only started at the chosen destination. In times of online travel communities like-minded users can already build relationships, share travel experiences, information and tips during their planning process. The Web has turned into a ‘travel square’ (Wang et al., 2002) that allows the stimulation of interaction and exchange, also known as electronic word of mouth (eWOM), to happen on a common platform. Speaking of those, travelers can choose from numerous opportunities such as social networking sites, fan sites, travel forums and blogs or brand-based sites. Focusing on user-generated content in online travel communities, special emphasis is placed on the latter, namely brand communities in the tourism sector. This form of firm-consumer-consumer interaction represents a renewed version of traditionally applied firm-customer engagement methods.

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Determinants of the Perceived eWOM Review Credibility Part 2

Several studies, in the past few years, have demonstrated that eWOM review credibility is a basic requirement for the adoption of the eWOM message (Lis, 2013). Indeed, according to the author, the more the recipient perceives the message as credible, the greater is the chance that the message information will be adopted and used. This is the reason why it is crucial, in order to understand the effects of eWOM reviews on the purchase decision process, to gain a better understanding of all of the determinants which lead the review to be perceived as credible by the reader.

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Determinants of the Perceived eWOM Review Credibility Part 1

In 2008 Dave Carroll, a passenger of United Airlines, had a problem with the company, since one of the baggage handlers destroyed his 3500-dollar guitar. Dave did not obtain any compensation from the airline, thus he decided to broadcast a video on YouTube, “United breaks guitars”, which went viral in a few, reaching consumers all over the world, and causing remarkable financial losses to United Airlines. (Gensler et al., 2013)

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