SOCIAL MEDIA IN CRISIS COMMUNICATIONS

Abstract

Today, social media is increasing its influence on the communication environment. The toolkit of online platforms creates new opportunities for the communication strategy of the organization. Interactivity and speed of information dissemination contribute to the transformation of crisis communication models. The possibility of open dialogue in the network between the company and the public allows you to analyze the reaction of the audience to the crisis and choose the most successful crisis response strategy. Social media allows you to establish a long-term relationship with the audience, which is the basis for the successful exit of the organization from the crisis. The use of social media in crisis communications is associated with certain risks. Uncontrollability and constant variability of the socio-media environment are often the causes of crises.