The impact of social media as a strategic approach to corporate communication when handling crises at a selected South African bank
This study investigates the impact of social media as a strategic approach to corporate communication when handling crises at Bank X in the Gauteng province of South Africa. The study had three over-arching objectives; to determine the challenges that are encountered when handling crises about communication at Bank X, to determine if the leadership has the willingness to change their approach when formulating the strategy; to determine if social media has an impact on strategy formulation of crisis communication at Bank X; and lastly to make recommendations to Bank X’s leadership on how to incorporate the social media component as a communication approach to effectively handle crises. This research followed a qualitative research approach through one-on-one Microsoft Teams in-depth interviews with 10 participants. The study, through the analysis of the primary data, secondary data, and literature reviews, underpins and supports that there is an opportunity for Bank X to incorporate social media as a strategic element to the crisis communication strategy. The organisation’s crisis communication strategy needs to incorporate social media from a strategic perspective for it to be ahead of the curve when a crisis emerges online. The implications for Bank X are a lesson in the evolution of technology in the communication space and how imperative it is for the bank to evolve.
Paquette, H. (2013). The Culture of Connectivity: A Critical History of Social Media by José Van Dijck. New York: Oxford University Press, 240.
Coombs, W. T. (2015). The value of communication during a crisis: Insights from strategic communication research. Business Horizons, 58 (2), 141–148. doi: http://doi.org/10.1016/j.bushor.2014.10.003
Obar, J. A., Wildman, S. (2015). Social media definition and the governance challenge: An introduction to the special issue. Telecommunications Policy, 39 (9), 745–750. doi: http://doi.org/10.1016/j.telpol.2015.07.014
Spence, P. R., Lachlan, K., Sellnow, T., Rice, R. G., Seeger, H. (2016). That Is So Gross and I Have to Post About It: Exemplification Effects and User Comments on a News Story. Southern Communication Journal, 82 (1), 27–37. doi: http://doi.org/10.1080/1041794x.2016.1265578
Yates, C., Partridge, H. (2015). Citizens and social media in times of natural disaster: exploring information experience. Information research, 20 (1).
Bundy, J., Pfarrer, M. D. (2015). A Burden of Responsibility: The Role of Social Approval at the Onset of a Crisis. Academy of Management Review, 40 (3), 345–369. doi: http://doi.org/10.5465/amr.2013.0027
Xu, J and Wu, Y. (2015). Using Twitter in Crisis Management for Organizations Bearing Different Country-of-Origin Perceptions. Journal of Communication Management, 19 (3), 239–253. doi: http://doi.org/10.1108/jcom-06-2013-0050
Duggan, M., Ellison, N. B., Lampe, C., Lenhart, A., Madden, M. (2015). Social media update 2014. Pew Research Center, 19, 1–2.
Ott, L., Theunissen, P. (2015). Reputations at risk: Engagement during social media crises. Public Relations Review, 41 (1), 97–102. doi: http://doi.org/10.1016/j.pubrev.2014.10.015
Bhattacherjee, A. (2012). Social science research: Principles, methods, and practices. Global Text Project
Gill, P., Stewart, K., Treasure, E., Chadwick, B. (2008). Methods of data collection in qualitative research: interviews and focus groups. British Dental Journal, 204 (6), 291–295. doi: http://doi.org/10.1038/bdj.2008.192
Appel, G., Grewal, L., Hadi, R., Stephen, A. T. (2019). The future of social media in marketing. Journal of the Academy of Marketing Science, 48 (1), 79–95. doi: http://doi.org/10.1007/s11747-019-00695-1
Wang, Y., Dong, C. (2017). Applying Social Media in Crisis Communication: A Quantitative Review of Social Media-Related Crisis Communication Research from 2009 to 2017. International Journal of Crisis Communication, 1 (1), 29–37. doi: http://doi.org/10.31907/2617-121x.2017.01.01.05
Utami, E., Mihuandayani, M., Raharjo, S., Hartanto, A. D., Adi, S. (2020). September. A Review on Social Media Based Profiling Analysis. 2020 International Seminar on Application for Technology of Information and Communication (iSemantic). IEEE, 442–448.
Miller, D. (2010). Nonprofit organizations and the emerging potential of social media and internet resources. SPNHA Review, 6 (1), 4.
Heavey, C., Simsek, Z., Kyprianou, C., Risius, M. (2020). How do strategic leaders engage with social media? A theoretical framework for research and practice. Strategic Management Journal, 41 (8), 1490–1527. doi: http://doi.org/10.1002/smj.3156
👁 215 ⬇ 207
Copyright (c) 2022 Evelynne Jane Chotia, Anton M. Pillay, Jeremiah Madzimure
This work is licensed under a Creative Commons Attribution 4.0 International License.
Our journal abides by the Creative Commons CC BY copyright rights and permissions for open access journals.
Authors, who are published in this journal, agree to the following conditions:
1. The authors reserve the right to authorship of the work and pass the first publication right of this work to the journal under the terms of a Creative Commons CC BY, which allows others to freely distribute the published research with the obligatory reference to the authors of the original work and the first publication of the work in this journal.
2. The authors have the right to conclude separate supplement agreements that relate to non-exclusive work distribution in the form in which it has been published by the journal (for example, to upload the work to the online storage of the journal or publish it as part of a monograph), provided that the reference to the first publication of the work in this journal is included.