And here I thought I should share my research in plain(er) language, so it is more accessible to everyone. All feedback, support and guidance are welcome, and I look forward to learning more from my peers and colleagues. Should you seek more details, you can download the original research articles of this post here, here, and here.
In recent years, social media has become an integral part of everyday life for the people of Vietnam. The country has experienced numerous organizational crises that originated on these platforms. Recognizing this trend, researchers have explored the advantages and drawbacks of social media in crisis communication. This blog post delves into the findings of a study conducted in Vietnam, shedding light on how organizations are utilizing social media and the implications for crisis communication strategies.
Unveiling the Findings:
The study revealed that Vietnamese public relations (PR) practitioners recognize the benefits of social media in crisis communication. They identified two key advantages: perceived relative advantage and observability. Social media platforms offer transparency, wider and faster reach, and the ability to instantly spread crisis response messages, thus reassuring the public. Furthermore, organizations can readily observe stakeholder reactions and engagement with their crisis responses, providing valuable real-time feedback.
While social media offers several advantages, Vietnamese PR practitioners also acknowledged certain challenges associated with its adoption. Complexity and trialability emerged as major concerns. Participants expressed difficulties in effectively managing social media during a crisis due to its uncontrollable nature and the lack of established guidelines. Moreover, the immediacy of crises makes it impractical for organizations to experiment with social media platforms within their crisis communication plans.
The study highlighted an interesting discrepancy between stakeholder behavior and organizational perception. Vietnamese stakeholders still rely more on traditional media for seeking and sharing crisis information, while displaying low trust in information disseminated through social media. However, PR practitioners presented mixed opinions on these findings. Some agreed with stakeholders’ preference for traditional media and skepticism toward social media, while others emphasized the importance of social media as the platform where crisis conversations take place. Despite low trust, stakeholders continue to share crisis information on social media, indicating its significant influence.
The study explored the relative significance of the communication platform versus the message itself. Contrary to previous assumptions, most Vietnamese PR practitioners disagreed with the notion that the choice of platform matters more than the response message. They stressed that the core of effective crisis communication lies in crafting a well-designed crisis response message, with the platform serving as a supporting tool. This finding challenges the widely held belief that the medium has a greater impact on organizational reputation during crises.
Another noteworthy finding was that most Vietnamese organizations tend to avoid delivering sincere crisis responses. The study revealed that Vietnamese organizations underappreciate the value of sincerity and accommodation content, such as apologies and corrective actions. PR practitioners attributed this reluctance to cultural and media-related factors, which discourage organizations from taking responsibility during crises. However, there were a few exceptions among foreign companies operating in Vietnam, who displayed effective crisis response strategies involving sincerity and accountability.
Applying the Lessons:
The findings of this study have significant implications for crisis communication strategies in the Vietnamese context. Despite the challenges, social media has gained recognition and is being used as frequently as traditional media during crises. This indicates a growing understanding among Vietnamese organizations of the benefits of leveraging social media platforms. However, the study also revealed a discrepancy between stakeholder behavior and organizational perception regarding social media trustworthiness. While stakeholders may not fully trust crisis information shared on social media, they still engage with it and share it further.
The study challenges the assumption that the choice of communication platform matters more than the response message itself. Vietnamese PR practitioners emphasized the importance of crafting a well-crafted crisis response message, with the platform serving as a supporting tool. This calls for a reevaluation of the widely accepted Networked Crisis Communication Theory (NCCT), which posits that the platform has a greater influence on organizational reputation during crises.
Additionally, the study identified a reluctance among Vietnamese organizations to deliver sincere crisis responses, except for a few foreign companies. This highlights the need for a cultural shift and a review of crisis communication strategies to integrate honesty and accountability. Vietnamese organizations should embrace sincere dialogue with stakeholders and acknowledge the value of accommodation content, including apologies and corrective actions.
The study provides valuable insights into the adoption of social media in crisis communication among Vietnamese organizations. Social media platforms offer unique advantages, such as wider reach and instant message dissemination. However, challenges remain, including the uncontrollable nature of social media and the need for established guidelines. By recognizing the importance of sincerity, accountability, and accommodation content, Vietnamese organizations can enhance their crisis communication strategies and build trust with stakeholders. As technology continues to evolve, organizations must adapt and leverage social media effectively to meet the expectations of stakeholders in times of crisis.
References
Ly-Le, T. M. (2019). How Vietnamese organizations perceive the use of social media in crisis communication. DeReMa (Development Research of Management): Jurnal Manajemen, 14(2), 210-222. https://doi.org/10.19166/derema.v14i2.1552
Ly-Le, T. M. (2018). Social media use in crisis communication in Vietnam: An organizational viewpoint. Proceedings of the Fifth International Conference on Business, Management and Accounting (IBSM 2018), 245-258.
Ly-Le, T. M. (2017). What facilitates and hinders the use of social media in crisis communication in Vietnamese organizations. Proceedings of the Sixth International Conference on Entrepreneurship and Business Management (ICEBM 2017), 70-75.