SOSYAL MEDYADA KRİZ İLETİŞİMİ SÜRECİNDE KRİZ SÖZCÜLÜĞÜ; PATİSWİSS KRİZİ VAKA İNCELEMESİ

Yıl 2024, , 51 - 70, 27.09.2024

Emel Kuşku Özdemir

https://doi.org/10.17498/kdeniz.1537398

Öz

Bireysel internet kullanımının yaygınlaşması kurumlar için tüketicilerin kurumsal iletişim strateji ve uygulamalarında söz sahibi oldukları büyük değişimler yaratmıştır. Sosyal medya platformlarında kullanıcılar (tüketiciler/kurum temsilcileri) tarafından paylaşılan içeriklerin kısa bir sürede büyük kitlelere ulaşabilme özelliği kurumlar için hem avantaj hem de dezavantaj oluşturabilecek yenilikleri beraberinde getirmiştir. Hatta sosyal medyanın interaktif iletişimi olanaklı kılan doğası zaman zaman kurumlar için tehdit oluşturan örneklerin de yaşanmasına neden olmuştur. Günümüzde özellikle üst düzey yöneticilerin sosyal medya platformlarındaki artan görünürlüğü ve kurum sözcülüğü temsilleriyle şahsi sosyal medya hesaplarından yaptıkları paylaşımlar, kurumlar için krizlere neden olarak yıllarca özenle inşa edilen itibarı da kısa sürede zedeleyebilmektedir. Bu çalışmada, 20 Nisan 2024 tarihinde bir tüketicinin X (Twitter) sosyal medya platformu üzerinden Patiswiss ürünlerinin küflü çıkması üzerine yaptığı paylaşımla ortaya çıkan kriz süreci konu alınmaktadır. Bu kapsamda Patiswiss krizinin iletişim süreci krizin ortaya çıkışı, kriz anı ve sonrası olmak üzere X paylaşımları üzerinden vaka analizi yöntemiyle incelenmektedir. Çalışmada kriz iletişiminde kurum sözcülüğünü üstelenen kişilerin sosyal medyadanın kriz iletişimi sürecinde taşıdığı riskleri doğru yönetemediği bir vakanın betimsel analizi yapılmış olup, sosyal medyada etkin kriz iletşimi yönetimi için öneriler geliştirilmiştir. Bulgular, Patiswiss örneği üzerinden tüketici ve kurum kriz iletişim sözcüsü arasında gerçekleşen yanlış iletişimin markaları büyük itibar krizlerine sürükleyebileceğini, maddi ve manevi varlıklarını tehdit edebileceğini göstermektedir.

Anahtar Kelimeler

kurumsal iletişim, kriz iletişimi, itibar yönetimi, kriz sözcülüğü, sosyal medya, Patiswiss

Etik Beyan

Çalışma bir vaka incelmesi olup Etik Kurul Onayı' na ihtiyaç bulunmamaktadır.

CRISIS SPOKESPERSONSHIP IN THE PROCESS OF CRISIS COMMUNICATION ON SOCIAL MEDIA: THE CASE STUDY OF THE PATISWISS CRISIS

Öz

The widespread use of the internet on an individual level has created significant changes for institutions, where consumers now have a say in corporate communication strategies and practices. The rapid dissemination of content shared by users (consumers/corporate representatives) on social media platforms brings both advantages and disadvantages for institutions. The interactive nature of social media can sometimes pose threats to institutions. Today, the increased visibility of top-level executives on social media platforms and the statements they make from their personal accounts as corporate spokespersons can quickly damage reputations that have been carefully built over years, often resulting in crises. This study examines the crisis that emerged on April 20, 2024, when a consumer shared a post on X (Twitter) regarding Patiswiss products being moldy. The crisis communication process of Patiswiss is analyzed through case study methodology, examining X platform posts during the emergence, crisis moment, and aftermath of the crisis. The study presents a descriptive analysis of a case where those in charge of corporate spokespersonship failed to manage the risks of social media crisis communication properly. Recommendations are made for effective crisis communication management on social media. Findings indicate that miscommunication between the consumer and the corporate crisis spokesperson, as demonstrated by the Patiswiss example, can lead to severe reputation crises and threaten both tangible and intangible assets.

Anahtar Kelimeler

Corporate Communication, Crisis Communication, Reputation Management, Crisis Spokespersonship, Social Media, Patiswiss

РЕЧЕВОЕ ПРЕДСТАВИТЕЛЬСТВО В ПРОЦЕССЕ КРИЗИСНОЙ КОММУНИКАЦИИ В СОЦИАЛЬНЫХ СЕТЯХ: ИССЛЕДОВАНИЕ НА ПРИМЕРЕ КРИЗИСА PATISWISS

Öz

Широкое использование интернета на индивидуальном уровне вызвало значительные изменения для организаций, где потребители теперь играют важную роль в корпоративных стратегиях и практиках коммуникации. Быстрое распространение контента, размещаемого пользователями (потребителями/представителями корпораций) в социальных сетях, приносит как преимущества, так и недостатки для организаций. Интерактивная природа социальных сетей порой создает угрозы для компаний. Сегодня возросшая видимость топ-менеджеров на платформах социальных сетей и их личные сообщения, сделанные в качестве корпоративных представителей, могут быстро нанести ущерб репутации, строившейся годами, приводя к кризисам. В данном исследовании рассматривается кризис, возникший 20 апреля 2024 года, когда потребитель опубликовал сообщение на платформе X (Twitter) о том, что продукция компании Patiswiss оказалась заплесневелой. Процесс коммуникации во время кризиса компании Patiswiss анализируется методом исследования случая на основе публикаций на платформе X на этапах возникновения, развития и разрешения кризиса. В исследовании представлен описательный анализ ситуации, в которой представители компании не смогли должным образом управлять рисками, связанными с коммуникацией в условиях кризиса в социальных сетях. Были предложены рекомендации для эффективного управления кризисной коммуникацией в социальных сетях. Выводы показывают, что неправильная коммуникация между потребителем и корпоративным представителем во время кризиса, как на примере Patiswiss, может привести к серьезным репутационным кризисам и угрожать материальным и нематериальным активам.

Anahtar Kelimeler

Корпоративная Коммуникация, Кризисная Коммуникация, Управление Репутацией, Речевое Представительство, Социальные Сети, Patiswiss

Kaynakça

• Abel, S., Tampere, K. ve Tampere, P. (2016). Who defines the narrative of a crisis? the case of an estonian online boycott campaign against an international supermarket chain. Central European Journal of Communication, 9(1), 57-72. https://doi.org/10.19195/1899-5101.9.1(16).4
• Abu‐Akel, A., Spitz, A. ve West, R. (2021). Who is listening? spokesperson effect on communicating social and physical distancing measures during the covid-19 pandemic. Frontiers in Psychology, 11. https://doi.org/10.3389/fpsyg.2020.564434
• Aydın, A. (2023). 2023 Kahramanmaraş-Pazarcık depremi sonrasında TİKA’nın sosyal medya kullanımına yönelik bir değerlendirme. Esra Büdün Aydın (Ed.), Yeni medya ve halkla ilişkiler: Kavramsal çerçeve ve uygulama örnekleriyle (s.57-77) içinde. Ankara: Nobel.
• Aydın, A. F. (2019). Kurumsal markalar açısından kriz iletişiminin önemi: pınar krizi örneği. Bolu Abant İzzet Baysal Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 19(4), 1169-1188. https://doi.org/10.11616/basbed.v19i51339.619975
• Aytaçlı, B. (2012). Durum çalışmasına ayrıntılı bir bakış. Adnan Menderes Üniversitesi Eğitim Fakültesi Eğitim Bilimleri Dergisi, 3(1), 1-9.
• Babatunde, K. (2022). Public relations and social media for effective crisis communication management. Jurnal Bina Praja, 14(3), 543-553. https://doi.org/10.21787/jbp.14.2022.543-553
• Beldad, A. (2023). Let those with power speak: the effects of a ceo as a spokesperson and using a video channel during a product‐harm crisis and a moral‐harm crisis. Journal of Contingencies and Crisis Management, 32(1). https://doi.org/10.1111/1468-5973.12503
• Bukar, U. (2019). Crisis informatics: a systematic evaluation. International Journal of Engineering and Advanced Technology, 9(1), 3444-3447. https://doi.org/10.35940/ijeat.a2655.109119
• Chandler, J. ve Chen, S. (2015). Prosumer motivations in service experiences. Journal of Service Theory and Practice, 25(2), 220-239. https://doi.org/10.1108/jstp-09-2013-0195
• Chen, F. (2021). Unpacking the evolution of a paracrisis: the case of #deleteuber. Corporate Reputation Review, 25(4), 300-311. https://doi.org/10.1057/s41299-021-00129-1
• Chotia, E., Pillay, A. ve Madzimure, J. (2022). The impact of social media as a strategic approach to corporate communication when handling crises at a selected south african bank. Eureka Social and Humanities, (4), 33- 42. https://doi.org/10.21303/2504-5571.2022.002489
• Çakmak, V. (2023). Kriz İletişim Stratejileri ve Sosyal Medya Kullanımına Yönelik Sistematik Bir Değerlendirme. Middle Black Sea Journal of Communication Studies, 8(2), 179-194. https://doi.org/10.56202/mbsjcs.1368807
• Dedeoğlu, A. (2015). Değişen Pazaryerinde Tüketici Ve Tüketimin Rolüne İlişkin Yeni Yaklaşımlar: Ortak-Üretim (Co-Productıon) Ve Ortak-Yaratma (Co-Creatıon). Ege Stratejik Araştırmalar Dergisi. 6(17).
• Gasana, K. (2024). Crisis communication and reputation management in the age of fake news. Journal of Public Relations, 3(1), 28-39. https://doi.org/10.47941/jpr.1773
• Hoffmann, A. (2023). What makes a spokesperson? delegation and symbolic power in crimea. European Journal of International Relations, 30(1), 27-51. https://doi.org/10.1177/13540661231151233
• Hong, S. (2018). Exploring social media use in university crisis communication: an experiment to measure impact on perceived crisis severity and attitudes of key publics. Journal of Contingencies and Crisis Management, 27(1), 61-71. https://doi.org/10.1111/1468-5973.12242
• Hong, S. ve Len-Ríos, M. (2015). Does race matter? implicit and explicit measures of the effect of the pr spokesman's race on evaluations of spokesman source credibility and perceptions of a pr crisis' severity. Journal of Public Relations Research, 27(1), 63-80. https://doi.org/10.1080/1062726x.2014.929502
• Jiang, L. (2024). Analysis of the impact of spokesperson marketing on brand influence in the context of social media. Lecture Notes in Education Psychology and Public Media, 39(1), 112-118. https://doi.org/10.54254/2753- 7048/39/20240685
• Kayış, C. (2017). Sosyal Medyada Kriz Yönetimi ve Karşılaştırmalı Örnek Olay İncelemesi. İletişim Çalışmaları Dergisi, 3(1), 131-160.
• Kuruç, Ü., Opiyo, B. (2019). Social media usage and activism by non-western budding pr professionals during crisis communication. Corporate Communications an International Journal, 25(1), 98-112. https://doi.org/10.1108/ccij-07-2019-0082
• Lambret, C. ve Barki, E. (2017). Social media crisis management: aligning corporate response strategies with stakeholders’ emotions online. Journal of Contingencies and Crisis Management, 26(2), 295-305. https://doi.org/10.1111/1468-5973.12198
• Lang, B., Dolan, R., Kemper, J. ve Northey, G. (2020). Prosumers in times of crisis: definition, archetypes and implications. Journal of Service Management, 32(2), 176-189. https://doi.org/10.1108/josm-05-2020-0155
• Le, H. ve Le, T. (2022). The effects of social media and apology response strategy on a brand in crisis communication in Vietnam. Science & Technology Development Journal: Economics- Law & Management, 6(4), 3841-3854. https://doi.org/https://doi.org/10.32508/stdjelm.v6i4.1070
• Lim, H. ve Brown‐Devlin, N. (2021). The value of brand fans during a crisis: exploring the roles of response strategy, source, and brand identification. International Journal of Business Communication, 60(4), 1148-1176. https://doi.org/10.1177/2329488421999699
• Liu, B., Pennington‐Gray, L. ve Klemmer, L. (2015). Using social media in hotel crisis management: the case of bed bugs. Journal of Hospitality and Tourism Technology, 6(2), 102-112. https://doi.org/10.1108/jhtt-08-2014-0036
• Ly-Le, T. (2019). How vietnamese stakeholders view current socialmedia use in crisis communication in Vietnam. Athens Journal of Mass Media and Communications, 6(1), 65-80. https://doi.org/10.30958/ajmmc.6-1- 4
• Ma, J., Tse, Y., Sato, Y., Zhang, M. ve Lu, Z. (2020). Exploring the social broadcasting crisis communication: insights from the mars recall scandal. Enterprise Information Systems, 15(3), 420-443. https://doi.org/10.1080/17517575.2020.1765023
• Plessis, C. (2018). Prosumer engagement through story-making in transmedia branding. International Journal of Cultural Studies, 22(1), 175-192. https://doi.org/10.1177/1367877917750445
• Regalado-Pezúa, O. (2023). Effect of negative emotions in consumption during the covid-19 pandemic: a study from peru. Plos One, 18(11), e0293932. https://doi.org/10.1371/journal.pone.0293932
• Schoofs, L., Claeys, A., Waele, A. ve Cauberghe, V. (2019). The role of empathy in crisis communication: providing a deeper understanding of how organizational crises and crisis communication affect reputation. Public Relations Review, 45(5), 101851. https://doi.org/10.1016/j.pubrev.2019.101851
• Tian, X., He, W. ve Wang, F. (2021). Applying sentiment analytics to examine social media crises: a case study of united airline's crisis in 2017. Data Technologies and Applications, 56(1), 1-23. https://doi.org/10.1108/dta-09- 2018-0087
• Waele, A., Claeys, A. ve Cauberghe, V. (2017). The organizational voice. Communication Research, 46(7), 1026- 1049. https://doi.org/10.1177/0093650217692911
• Waele, A., Claeys, A., Cauberghe, V. ve Fannes, G. (2018). Spokespersons’ nonverbal behavior in times of crisis: the relative importance of visual and vocal cues. Journal of Nonverbal Behavior, 42(4), 441-460. https://doi.org/10.1007/s10919-018-0284-5
• Waxa, C. ve Gwaka, L. (2021). Social media use for public engagement during the water crisis in cape town. Information Polity, 26(4), 441-458. https://doi.org/10.3233/ip-200273
• Weeks, B., Ardèvol‐Abreu, A. ve Zúñiga, H. (2015). Online influence? social media use, opinion leadership, and political persuasion. International Journal of Public Opinion Research, edv050. https://doi.org/10.1093/ijpor/edv050
• Zhang, L. (2015). Fashioning the feminine self in “prosumer capitalism”: women's work and the transnational reselling of western luxury online. Journal of Consumer Culture, 17(2), 184-204. https://doi.org/10.1177/1469540515572239
• Zhao, X. (2022). A multilevel perspective to social media influentials’ frame building across crises. Social Science Computer Review, 41(4), 1296-1315. https://doi.org/10.1177/08944393211073746
• Zheng, B., Bi, G., Liu, H. ve Lowry, P. (2020). Corporate crisis management on social media: a morality violations perspective. Heliyon, 6(7), e04435. https://doi.org/10.1016/j.heliyon.2020.e04435
• Zoonen, W. ve Meer, T. (2015). The importance of source and credibility perception in times of crisis: crisis communication in a socially mediated era. Journal of Public Relations Research, 27(5), 371-388. https://doi.org/10.1080/1062726x.2015.1062382