Analyzing Uber 's Crisis Management Strategy On The Kalamazoo Shootings

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Social media is a broad term used to express an exhaustive list of many types of new media and forms of communication. It is a constantly evolving platform which has rapidly changed communication behaviours and practices. Over the past decade the role of the digital has radically altered the landscape of corporate communication and the ways in which an organisation establish dialogues with their stakeholders, particularly in the area of crisis communication. Social media’s characteristics of ubiquity, availability and immediacy allow information to be swiftly accessed anywhere at any time, therefore it is essential organisations react with the same swiftness when remedying a crisis. Through the evaluation of social medias role in a crisis, this essay will analyse Uber’s crisis management strategy on the Kalamazoo shootings, with a particular focus on their use of Twitter.

By definition a crisis can mean anything that “interrupts the normal flow of business” (Fearn-Banks cited in Hagan, 2007, p. 414). It can arise from external or internal influences, it may pose a threat to the safety and security of employees or customers, and even threaten the reputation of a business. When a crisis befalls, an organisation must react immediately and effectively communicate messages to stakeholders and customers (Coombs, 1999). This idea is explored in David Hawkins article Relationships in a Crisis (2012). Hawkins stresses the importance for an organisation to commit, identify, and

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