Sosyal Medya Ve Krizde İletişim(sizlik): GSM Operatörlerinin Yaşadığı Şebeke Krizi Üzerine Bir Araştırma

Abstract

Kriz sırasında bilgiyi ve iletişimi etkin bir şekilde yönetmek oldukça önemlidir. Çünkü krizler bir belirsizlik durumu yaratır. Belirsizliğin üstünden gelmek için ise kamuoyuna bilgi iletmek önemlidir. Kamuoyu kuruluşlardan yeterli bilgi almadığı veya alınan bilgiden memnun kalmadığı takdirde başka alternatif kaynaklara yönelir. Bu durum yanlış bilgilerin ve spekülasyonların yayılma olasılığını arttırır. 26 Eylül 2019 tarihinde Silivri açıklarında meydana gelen ve İstanbul’da da hissedilen 5.8’lik depremden sonra telefon operatörlerinin bir süre hizmet verememesi sosyal medyada en çok konuşulan konu olmuştur ve bu durumu doğrulamıştır. Depremden sonra telefon şebekelerinde yaşanan sorundan dolayı operatörlerden hizmet alamayan 312 kişi üzerinde yapılan bu araştırma ile kriz iletişiminin öneminin daha iyi anlaşılmasına katkı sağlamak amaçlanmıştır. Yapılan araştırmanın sonuçlarına göre telefon operatörlerinin kurumsal itibarları oldukça yüksek bulunmasına rağmen kurumsal itibar kriz ortamının yaratığı belirsizlik durumlarında kolayca aşınan kırılgan bir varlık olarak görülmüştür. Kriz esnasında herhangi bir bilgi alınmaması kullanıcıların telefon operatörlerine yönelik güvenini düşürmüş ve olumsuz söylemleri arttırmıştır. Kriz esnasında yaşanan belirsizlik durumu ve öfkeden dolayı kullanıcıların sosyal medyada olumsuz mesaj iletme ve olumsuz mesajları beğenme/paylaşma oranı oldukça yüksek bulunmuştur. Kriz durumları tahmin edilemez dahi olsa bir kriz yönetim mekanizmasının olması ve doğru, tutarlı, hızlı ve etkili cevaplar verilmesi ve belirsizliğin üstesinden gelinmesi sosyal medyada olumsuz bir domino etkisi yaratmamak için kritik önem sahiptir.

Keywords

• Kriz İletişimi
• Kriz Yönetimi
• Sosyal Medya Krizleri
• Kurumsal İtibar
• Halkla İlişkiler

Social Media And (Non)Communication In Crisis: A Research On The Network Crisis Of GSM Operators

Abstract

It is very important to manage information and communication effectively during the crisis. Because crises create a state of uncertainty. In order to overcome uncertainty, it is important to communicate information to the public. If the public does not receive sufficient information from the organizations or dissatisfied with the information received, it turns to other alternative sources. This increases the likelihood that false information and speculation will spread. The fact that telephone operators could not serve for a while after the 5.8 earthquake that occurred in Silivri on 26 September 2019 and felt in Istanbul was the most talked about issue on social media and confirmed this situation. This study was conducted on 312 people who could not get service from the operators due to the problem in telephone networks after the earthquake and it was aimed to contribute to a better understanding of the importance of crisis communication. According to the results of the research, although the corporate reputation of telephone operators is quite high, corporate reputation is seen as a fragile asset in the uncertainty situations created by the crisis environment. The lack of any information during the crisis has reduced the trust of the telephone operators and increased the negative discourse. Due to the uncertainty and anger experienced during the crisis, it was found that users were able to convey negative messages and like / share negative messages on social media. Having a crisis management mechanism and providing accurate, consistent, rapid and effective answers and overcoming uncertainty, even if crisis situations are unpredictable, are critical to avoiding a negative domino effect on social media.

Keywords

• Crisis Communication
• Crisis Management
• Social Media Crisis
• Corporate Reputation
• Public Relations

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