Research Article
BibTex RIS Cite

Sosyal medyadan krize bakış: Otomotiv sektöründe kriz dönemlerinde sos-yal medyanın kullanımına ilişkin bir araştırma

Year 2015, Volume: 1 Issue: 3, 972 - 985, 01.07.2015
https://doi.org/10.24289/ijsser.279173

Abstract

Krizler kurumların işleyiş süreçlerini bozan, sekteye uğratan, çözümü için sınırlı süresi bulunan kaos ortamlarıdır. Beklenmedik zamanlarda ortaya çıkması krizin çözüm mekanizmalarını yetersiz kılarken, kriz dönemlerinde oluşan endişe ve panik hedef kitlelerle olan iletişimi aksatmaktadır. Bu nedenle krizlerin üstesinden gelinmesi, kriz yönetim süreçlerinin başarısına ve güçlü iletişim/halkla ilişkiler stratejilerine bağlıdır.  Sosyal medyanın haber kaynağı olarak günlük yaşamdaki gücünün artması, bu ortamların kriz iletişim stratejileri içindeki önemini daha da güçlendirmektedir. Sosyal medya kriz dönemlerinde asılsız dedikoduların kolayca dolaştığı iletişim ortamları olmakla birlikte, doğru yararlanıldığı takdirde krizlerin etkilerinin azaltılması için çeşitli potansiyellere sahiptir. Diğer bir deyişle kriz döneminde toplumun habere duyduğu gereksinimi gidermek ve asılsız dedikoduların etkilerini azalmak, kurumsal tek sesliliği yansıtan halkla ilişkiler stratejileri içindeki sosyal medya yönetimini gerekli kılar. Bu çalışma kapsamında 2015 yılı Eylül ayında dünyanın önde gelen otomobil üreticilerini derinden etkileyen emisyon krizine yönelik ilgili kurumların sosyal medya stratejileri ele alınmıştır. Emisyon krizinden etkilenen kurumların Türkiye’deki resmi facebook ve twitter hesapları içerik analizi yöntemiyle incelenmiş, kurumların bu ortamlardaki krize yanıt verme stratejileri, kriz iletişiminde sosyal medyanın kullanımına ilişkin önerilen bilimsel kriterler bağlamında tartışılmıştır. Araştırmanın sonucunda kurumların, sosyal medya ortamında krize yanıt verme stratejileri açısından ele alınan kriterlere yeterince uygunluk göstermedikleri gözlenmiştir. Kriz yönetiminde, sosyal medyanın daha dinamik ve etkin kullanımını irdeleyecek geniş kapsamlı çalışmalara gereksinim bulunduğu ortaya konmuştur.

References

  • Akdağ, M., Arklan, Ü., (2013). Kamu Yönetiminde Kriz Yönetimi, International Journal of Social Science, 6(4),. 33-55
  • Bell, L., (2010). Crisis Communication: The Praxis of Response, The Review of Communication, 10( 2), 142-155
  • Georgette E. D., (2013). Transparency or Accountability? The Purpose of Online Technologies for Nonprofits, International Review of Public Administration, 18( 3), 7-23
  • Kazancı, M., (1997). Kamuda ve Özel Sektörde Halkla İlişkiler, Ankara: Turhan Kitabevi.
  • Kerkhof, P., Beugels, D., Utz, S., Beukeboom, C., (2011). Crisis PR in social media an experimental study of the effects of organizational crisis responses on Face-book, the 61st Annual ICA Conference, Boston (USA), 26-30 May.
  • Levine, M., (2004). Halkla İlişkiler: Bir Gerilla Savaşı, Çev. Günhan Günay, İstanbul: Rota Yay.,
  • Oltmanns, R.J., (2008). Environmental Crisis Communications, Crisis Communica-tion Practical PR strategies for reputation management and company survival, Ed. Peter Anthonissen, Kogan Page, 157-168
  • Peltekoğlu, F., (2008), Halkla İlişkiler Nedir, İstanbul: Beta Yay.
  • Serafin, T. (2008). Fraud, Crisis Communication Practical PR Strategies for Reputa-tion Management and Company Survival, Ed. Peter Anthonissen, Kogan Page, 88-96
  • Solis, B., Breakenridge, D. (2009). Putting the public back into public relations. How social media is reinventing the aging business of PR. Upper Saddle River, New Jersey: Pearson Education Inc.
  • Tutar, H.,(2003). Örgütsel İletişim, 1. b, Ankara: Seçkin Yay.
  • Wendling, C., Radisch J., Jacobzone, S. (2013). The Use of Social Media in Risk and Crisis Communication, OECD Working Papers on Public Governance, No. 24, OECD Publishing.
  • http://www.oyder-tr.org/images/Documents/Mart-Temmuz_2014_OYDER-GfK_Raporu.pdf, Erişim Tarihi: 1 Ekim2015
  • http://www.otoguncel.com/yazarlar/dr-abdullah-demir/volkswagen-skandalinda-turkiye-nasil-yol-almali/, Erişim Tarihi: 20 Ekim 2015
  • http://www.continuityinsights.com/sites/continuityinsights.com/files/legacyimages/CIN419_CrisisCommReportFinal.pdf, Erişim Tarihi: 20 Ekim 2015
  • http://binekarac.vw.com.tr/volkswagen-dizel-bilgilendirmesi.aspx
  • http://www.seat.com.tr/seattr/dizel-motor-bilgilendirme.aspx
  • https://www.facebook.com/vwturkiye/
  • https://www.facebook.com/Auditurkiye/?fref=ts
  • https://www.facebook.com/SkodaTurkiye/
  • https://www.facebook.com/SeatTurkiye/?fref=ts
  • https://twitter.com/auditurkiye
  • https://twitter.com/seat_turkiye
  • https://twitter.com/skodaturkiye
  • http://www.audi.com.tr/tr/brand/tr/tools/news/pool/2015/09/do_u__otomotiv_bas.html
  • http://www.skoda.com.tr/yeni-ana-sayfa, 18/09/2015.

A glance at crisis from social media: A research on automotive sector about use of social media in crisis

Year 2015, Volume: 1 Issue: 3, 972 - 985, 01.07.2015
https://doi.org/10.24289/ijsser.279173

Abstract

Crisis is a chaotic state that damages the operational processes of corporations and there is a limited time to solve it. Because they occur on unexpected times, while the solution mechanisms of the crisis go insufficient, the panic and worries disrupt the communication of the corporation with the target audience. So that, overcoming the crisis depends on the success of the crisis management processes and strong communication/public relations strategies. The increasing power of social media in daily life as a news source, strengthen the position of these mediums in crisis communication strategies. When it is used rightly, social media has a potential to decrease the negative effects of crisis despite its feature letting the rumours travel easy. In other words, it is a need to apply to social media for fulfilling the needs of society for news and for decreasing the bad effects of rumors or gossips in crisis. In this study, the social media strategies of foremost automotive producers in the world during the emission crisis-September 2015, is examined. The official Facebook and twitter profiles of Turkish automotive companies which are effected by emission crisis are analyzed using content analysis method. The strategies of these companies on responding the crisis on social media is argued according to the criteria which are suggested by usage of social media for crisis communication. It is found out in this study that companies do not sufficiently follow the criteria about strategies of responding the crises in social media.

References

  • Akdağ, M., Arklan, Ü., (2013). Kamu Yönetiminde Kriz Yönetimi, International Journal of Social Science, 6(4),. 33-55
  • Bell, L., (2010). Crisis Communication: The Praxis of Response, The Review of Communication, 10( 2), 142-155
  • Georgette E. D., (2013). Transparency or Accountability? The Purpose of Online Technologies for Nonprofits, International Review of Public Administration, 18( 3), 7-23
  • Kazancı, M., (1997). Kamuda ve Özel Sektörde Halkla İlişkiler, Ankara: Turhan Kitabevi.
  • Kerkhof, P., Beugels, D., Utz, S., Beukeboom, C., (2011). Crisis PR in social media an experimental study of the effects of organizational crisis responses on Face-book, the 61st Annual ICA Conference, Boston (USA), 26-30 May.
  • Levine, M., (2004). Halkla İlişkiler: Bir Gerilla Savaşı, Çev. Günhan Günay, İstanbul: Rota Yay.,
  • Oltmanns, R.J., (2008). Environmental Crisis Communications, Crisis Communica-tion Practical PR strategies for reputation management and company survival, Ed. Peter Anthonissen, Kogan Page, 157-168
  • Peltekoğlu, F., (2008), Halkla İlişkiler Nedir, İstanbul: Beta Yay.
  • Serafin, T. (2008). Fraud, Crisis Communication Practical PR Strategies for Reputa-tion Management and Company Survival, Ed. Peter Anthonissen, Kogan Page, 88-96
  • Solis, B., Breakenridge, D. (2009). Putting the public back into public relations. How social media is reinventing the aging business of PR. Upper Saddle River, New Jersey: Pearson Education Inc.
  • Tutar, H.,(2003). Örgütsel İletişim, 1. b, Ankara: Seçkin Yay.
  • Wendling, C., Radisch J., Jacobzone, S. (2013). The Use of Social Media in Risk and Crisis Communication, OECD Working Papers on Public Governance, No. 24, OECD Publishing.
  • http://www.oyder-tr.org/images/Documents/Mart-Temmuz_2014_OYDER-GfK_Raporu.pdf, Erişim Tarihi: 1 Ekim2015
  • http://www.otoguncel.com/yazarlar/dr-abdullah-demir/volkswagen-skandalinda-turkiye-nasil-yol-almali/, Erişim Tarihi: 20 Ekim 2015
  • http://www.continuityinsights.com/sites/continuityinsights.com/files/legacyimages/CIN419_CrisisCommReportFinal.pdf, Erişim Tarihi: 20 Ekim 2015
  • http://binekarac.vw.com.tr/volkswagen-dizel-bilgilendirmesi.aspx
  • http://www.seat.com.tr/seattr/dizel-motor-bilgilendirme.aspx
  • https://www.facebook.com/vwturkiye/
  • https://www.facebook.com/Auditurkiye/?fref=ts
  • https://www.facebook.com/SkodaTurkiye/
  • https://www.facebook.com/SeatTurkiye/?fref=ts
  • https://twitter.com/auditurkiye
  • https://twitter.com/seat_turkiye
  • https://twitter.com/skodaturkiye
  • http://www.audi.com.tr/tr/brand/tr/tools/news/pool/2015/09/do_u__otomotiv_bas.html
  • http://www.skoda.com.tr/yeni-ana-sayfa, 18/09/2015.
There are 26 citations in total.

Details

Journal Section Makaleler
Authors

Zuhal Akbayır This is me

Yeliz Kuşay This is me

Publication Date July 1, 2015
Published in Issue Year 2015 Volume: 1 Issue: 3

Cite

APA Akbayır, Z., & Kuşay, Y. (2015). A glance at crisis from social media: A research on automotive sector about use of social media in crisis. International Journal of Social Sciences and Education Research, 1(3), 972-985. https://doi.org/10.24289/ijsser.279173
AMA Akbayır Z, Kuşay Y. A glance at crisis from social media: A research on automotive sector about use of social media in crisis. International Journal of Social Sciences and Education Research. December 2015;1(3):972-985. doi:10.24289/ijsser.279173
Chicago Akbayır, Zuhal, and Yeliz Kuşay. “A Glance at Crisis from Social Media: A Research on Automotive Sector about Use of Social Media in Crisis”. International Journal of Social Sciences and Education Research 1, no. 3 (December 2015): 972-85. https://doi.org/10.24289/ijsser.279173.
EndNote Akbayır Z, Kuşay Y (December 1, 2015) A glance at crisis from social media: A research on automotive sector about use of social media in crisis. International Journal of Social Sciences and Education Research 1 3 972–985.
IEEE Z. Akbayır and Y. Kuşay, “A glance at crisis from social media: A research on automotive sector about use of social media in crisis”, International Journal of Social Sciences and Education Research, vol. 1, no. 3, pp. 972–985, 2015, doi: 10.24289/ijsser.279173.
ISNAD Akbayır, Zuhal - Kuşay, Yeliz. “A Glance at Crisis from Social Media: A Research on Automotive Sector about Use of Social Media in Crisis”. International Journal of Social Sciences and Education Research 1/3 (December 2015), 972-985. https://doi.org/10.24289/ijsser.279173.
JAMA Akbayır Z, Kuşay Y. A glance at crisis from social media: A research on automotive sector about use of social media in crisis. International Journal of Social Sciences and Education Research. 2015;1:972–985.
MLA Akbayır, Zuhal and Yeliz Kuşay. “A Glance at Crisis from Social Media: A Research on Automotive Sector about Use of Social Media in Crisis”. International Journal of Social Sciences and Education Research, vol. 1, no. 3, 2015, pp. 972-85, doi:10.24289/ijsser.279173.
Vancouver Akbayır Z, Kuşay Y. A glance at crisis from social media: A research on automotive sector about use of social media in crisis. International Journal of Social Sciences and Education Research. 2015;1(3):972-85.