CIC & Ogilvy PR China released the latest whitepaper “2013 Crisis Management in the Social Era”

《CIC & Ogilvy PR China released the latest whitepaper “2013 Crisis Management in the Social Era”》由会员上传分享，免费在线阅读，更多相关内容在学术论文-天天文库。

1、PrefaceChinasocialmedialandscapehasbeenincreasinglydynamicanddiversifiedwithemergingsignificantsocialmediaplatformsotherthanMicroblog(Weibo).Inthecontextofcommunication,thenatureofMicroblogasamediumhasmadeithighlyinfluentialininformationspread.MicroblogisSTILLthemainplatformforrapidspreadof

2、crisisanddisseminatinginformation.Microblogalsoplaysavitalroleforacompanywhenmanagingacrisis.InMarch2014,OgilvyPRandCIChavejointlyreleasedwhitepapertitled“2013CrisisManagementintheSocialEra,”whichfocusesonanalyzingtop20crisismanagementcases,studyingthecorrelationbetweencrisismanagementandpu

3、rchaseintention.Itgivessupporttocompaniestobetterunderstandtheuseofsocialmediaplatformsincrisismanagement.Thisisthethirdyearsincethefirstwhitepaperwasreleasedin2012.Wehopethatourresearchthoroughlyexploreshowcompaniescanbetterorganizecrisispreparednessplanningandhowtoleveragesocialmediaplatf

4、ormsintimesofcrisis.©2014OgilvyPR•CIC©2013CICCrisisManagementintheSocialErain20132ContentsChapterOne:ReviewofMajorCrisesin2013P3ChapterTwo:PurchaseIntentionandCrisisManagementP8ChapterThree:CrisisManagementCaseStudiesin2013P19ChapterFour:ImplicationsandRecommendationsP29P35©2014OgilvyPR•CIC

5、©2013CICCrisisManagementintheSocialErain20133ChapterOneReviewofMajorCrisesin2013©2014OgilvyPR•CIC©2013CICCrisisManagementintheSocialErain2013ChapterOneReviewofMajorCrisesin20131.1TopTenBrandCrisesin20131.2BrandCrisisTrendsin20131.3ConclusionofBrandCrisesin2013©2014OgilvyPR•CIC©2013CICCrisis

6、ManagementintheSocialErain201351.1AnalysisofMicroblogTweetsonTopTenBrandCrisesin2013Theaveragenumberofbrandcrisestweetshasslightlydeclinedcomparedto2012.However,crisiscasessuchasStarbucks’highpricingandFonterra’sbotulismscandal,indicateMicroblogstilliscriticalincrisisspreadandhasbecomeakeyp

7、latformfornetizenstopartakeinheateddiscussionsoncrises.Microblogstillplaysanimportantroleinmonitoringbrandcrises,followingtheirdevelopment,optimizingstrategiesandtakingcorrespondingmeasures.MicroblogMicroblog2013CrisesMicroblog’sRole2012CrisesMicroblog’s