Organizational Purpose, Culture, Crisis Leadership, and Social Media

In Social Media and Crisis Communication (2nd edition) (Eds: Y. Jin and L. Austin). Routledge.

Abstract: This chapter explores the importance of organizational purpose, culture, and leadership in weathering a social media crisis and the impact of stakeholders’ changing expectations on organizational responses. Organizations are increasingly expected to communicate transparently and to live their purpose and culture through action, even as trust levels decline. Social media presents leaders with tremendous opportunities to share important information about what distinguishes their organizations from others before a crisis hits, but at the same time, it poses a threat. Organizations are more visible and more vulnerable, allowing stakeholders to learn about situations they might not have otherwise and evaluate organizational responses immediately. The chapter discusses how leaders can seize social media opportunities while avoiding pitfalls and mitigating threats.

Bryan H. Reber 

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