Gestão de crises em redes sociais: práticas e estratégias do dia a dia organizacional

Abstract

The last few decades have been marked by successive technological advances that revolutionized the human experience in society. Such transformations had a profound impact on communication, especially due to the emergence of the internet and posteriorly digital social media, which configured new forms of relationship. The same occurs in organizations, requiring adjustments to the new scenario, and its specificities and challenges. Based on this issue, the study had as objective identify how social media crisis are managed. For the construction of the answers, two methodological procedures were adopted, the first one consists of a literature review and the second an interview with professionals with experience on digital communication and crisis management area. By crossing the information it was possible to understand that management strategies precedes crisis, and are manifested in the mapping of risks and social media monitoring. Because of the exposure and propagation speed characteristic of the digital environment, crisis became more frequent and with more significant impacts, making management processes more complex. The strategies adopted are based on quick answers and the humanization of speech. The essential contribution of public relations professionals in managing the situation is evidenced, by assisting in the actions of repair and protection of the institutional reputation and by strengthening relationships with stakeholders. [resumo fornecido pelo autor]