Hos rörmokaren finns de sämsta rören
En kvalitativ fallstudie om sociala mediers betydelse för reklam- och kommunikationsbyråer vid kriskommunikation
Pre-crisis CommunicationCrisis CommunicationCredibility CrisesSocial MediaRelationship BuildingTrustTransparancyFörkrisKrisKommunikationFörtroendeSociala medierRelationsbyggandeTransparens
Problem: Companies are becoming more active in social media. They usechannels such as Facebook, to communicate and interact with theirenvironment. In connection with this, companies must also be prepared todeal with crises in social media. Previous research shows no clear guidelineson how companies can work in social media to prevent crises.Purpose: The purpose of this qualitative study is to examine how companiesin the communications industry can work with Facebook to prevent crises.We hope that our study can provide new perspectives and guidance on howcompanies can work with emergency communication for prevention.Methodology: We used a qualitative research to arrive at our results. Thismeant we got an insight into the complex world that companies are workingin. We interviewed six companies working in the communications industry.The material has been analyzed and reviewed in accordance with acceptedpractices.Conclusions: By analyzing the empirical material, we found out manyinteresting results. The results show that the companies we investigated arenot working to prevent crises in social media to any great extent. They ratheruses social media for marketing and commercial purposes. Companies needto develop strategies that can prevent crises from occurring