Social Media And Traditional Media In Crisis Communication

1641 Words7 Pages
A key difference between social media and traditional media in crisis communication is that social media can be used in all stages of crisis communication. When covering a crisis, traditional media often only covers the crisis response stage and turns attention to other news once a crisis dies down. In contrast, social media is also used in the precrisis and postcrisis stages. Sherman (2010) expressed that the three main uses of social media in crisis communication are to: (1) monitor social posts and conversations about a company to discover stakeholders’ insights, (2) anticipate possible threats, and (3) communicate with stakeholders during the crisis phase. The first two of Sherman’s (2010) uses are embedded in the early precrisis stage in crisis communication. During the precrisis stage, social media provides an opportunity for an organization to scan for warning signs in real time using different social listening tools to closely monitor online conversations and the mentioning of brands. An organization engages in daily news monitoring to identify issues and potential crises early, influence the development of a crisis and try to avoid any reputational threats (Coombs, 2014). Monitoring is especially important in the current social media age, when negative mentions of an organization can easily accumulate and emerge. Several studies have emphasized the importance of social media monitoring. In crisis management, Stuart and Shandwick (2012) stressed that it is better to
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